The marketing plan handbook
By: Marian Burk Wood.
Edition: 4th ed.
Publisher: Prentice Hall
Published: 2011
Place of publication: Boston
Language: eng
ISBN-13: 9780136089360
Subjects: Marketing -- Management -- Handbooks, manuals, etc
Genres: Handbooks, manuals, etc
Notes: Includes bibliographical references and index.
Table of contents: title: Marketing planning : new urgency, new possibilities; title: Analyzing the current situation; title: Understanding markets and customers; title: Planning segmentation, targeting, and positioning; title: Planning direction, objectives, and marketing support; title: Developing product and brand strategy; title: Developing pricing strategy; title: Developing channel and logistics strategy; title: Developing marketing communications and influence strategy; title: Planning metrics and implementation control; title: Appendix sample marketing plan : SonicSuperphone.