Marian Burk Wood

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A digital version of the text you can personalize and read online or offline.

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Marketing Plan Handbook, The

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<b>For marketing courses that focus on creating a marketing plan.<br></b><br>A step-by-step guide to creating a customized marketing plan. <br><i><br>The Marketing Plan Handbook </i>is the only planning handbook to guide readers, step-by-step, through the complete development of a realistic, customized marketing plan.   

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<h2>Brief Contents</h2>
<div class="c-section-headers-non-traditional-number-list_container">
<ul>
<li>Preface</li>
</ul>
<ol>
<li>Marketing Planning: New Pace, New Possibilities</li>
<li>Analyzing the Current Situation</li>
<li>Understanding Markets and Customers</li>
<li>Segmenting, Targeting, and Positioning</li>
<li>Planning Direction, Objectives, and Marketing Support</li>
<li>Developing Product and Brand Strategy</li>
<li>Developing Pricing Strategy</li>
<li>Developing Channel and Logistics Strategy</li>
<li>Developing Marketing Communications and Influence Strategy</li>
<li>Planning Metrics and Implementation Control</li>
</ol>
<h3>Appendix. Sample Marketing Plan: PretzL Elegance</h3>
<h4 class="h5">Glossary.</h4>
<h4 class="h5">Credits.</h4>
<h4 class="h5">Index.</h4>
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</body>
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Marketing Plan Handbook, The, 5th edition

Brief Contents

Appendix. Sample Marketing Plan: PretzL Elegance

Glossary.

Credits.

Index.