The successful marketing plan
Subtitle: how to create dynamic, results oriented marketing
By: by Roman Hiebing, Scott Cooper, and Steve Wehrenberg
Contributors: Cooper, Scott W.; Wehrenberg, Steve
Edition: 4th ed.
Publisher: McGraw-Hill
Published: 2012
Place of publication: New York, NY
Language: eng
Number of pages: 566
ISBN-13: 9780071745574
Subjects: Marketing; Planning
Table of contents: title: Business review insights; title: What you'll need to know, 1; title: What you'll need to know, 2; title: Problems and opportunities; title: Brand platform : plan objectives; title: Scope; title: Targets; title: Positioning; title: Sales objectives; title: Marketing objectives; title: Communication objectives; title: Message strategy; title: Umbrella strategies; title: Tactical plans; title: Product, naming, and packaging; title: Pricing; title: Distribution; title: Personal selling; title: Advertising; title: Promotion; title: Media; title: Interactive; title: Merchandising; title: Public relations; title: Evaluation; title: Budget, payback, and calendar; title: Execution; title: Plan evaluation.