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Building a marketing plan : a complete guide

Author: Ho Yin Wong; Kylie Radel; Roshnee Ramsaran-Fowdar; Business Expert Press.
Publisher: New York, NY : Business Expert Press, ©2011.
Series: Marketing strategy collection.; Business Expert Press digital library.
Edition/Format:   eBook : Document : English : 1st edView all editions and formats
Summary:
"The book aims to provide a comprehensive, holistic and practical framework for readers who are interested or involved in developing a marketing plan so that they can appreciate various marketing concepts and put them together in an easy to read guide. Demanding and savvy customers along with a turbulent marketing environment, require marketers to be highly sensitive to the environmental monitoring systems capable  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Wong, Ho Yin.
Building a marketing plan.
New York, NY : Business Expert Press, ©2011
(OCoLC)707968249
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Ho Yin Wong; Kylie Radel; Roshnee Ramsaran-Fowdar; Business Expert Press.
ISBN: 9781606491607 1606491601
OCLC Number: 742184657
Description: 1 online resource (xiv, 221 pages) : illustrations.
Contents: 1. Introduction to marketing planning --
2. The situation analysis --
3. Analyzing the target market, part 1, marketing research --
4. Analyzing the target market, part 2, consumer behavior and the target marketing process (segmentation, targeting, and positioning) --
5. Marketing objectives and strategy formulation --
6. Planning for products and brands --
7. Planning for pricing --
8. Planning for integrated marketing communications --
9. Planning for distribution channels and market logistics --
10. Marketing implementation and control --
Appendix: Pindari Boomerang Factory marketing plan example --
Notes --
References --
Index.
Series Title: Marketing strategy collection.; Business Expert Press digital library.
Responsibility: Ho Yin Wong, Kylie Radel, Roshnee Ramsaran-Fowdar.

Abstract:

Provides a comprehensive, holistic and practical framework for readers who are interested or involved in developing a marketing plan so that they can appreciate various marketing concepts and put  Read more...

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