Marketing planning guide
By: Robert E. Stevens ... [et al].
Contributors: Stevens, Robert E., 1942-
Edition: 3rd ed.
Publisher: Best Business Books
Published: 2005
Place of publication: Binghamton, N.Y
Language: eng
Number of pages: 362
ISBN-13: 9780789023377; 9780789023384
Subjects: Marketing -- Management
Description: "With over 50 pages of new and updated material, this textbook contains the solid foundation of knowledge and philosophy of the previous editions while adding essential new information on Internet marketing, business ethics, and an illustrative sample business plan. Worksheets at the end of each chapter guide you in creating your own plan - once all the worksheets are completed you will have roughed out your own complete marketing plan. The accompanying instructor's package includes a helpful manual, approximately 100 slide transparencies, and a detailed sample course syllabus along with a test bank featuring multiple-choice and true-false questions for each chapter with answers."--Jacket.
Notes: Includes bibliographical references and index.
Table of contents: title: Introduction to marketing planning; title: Situation analysis; title: Objectives; title: Strategy, strategy variables, and financial market; title: Implementing and controlling the marketing plan; title: Planning analysis.