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Marketing planning guide

Author: Robert E Stevens; David L Loudon; Bruce Wrenn; Phylis Mansfield
Publisher: London : Routledge, [2013]
Series: Best business books.
Edition/Format:   eBook : Document : English : Third editionView all editions and formats
Summary:
THE CLASSIC guide to develop a marketing plan?completely updated! The newly revised Marketing Planning Guide, Third Edition is the step-by-step guide that gives you the tools to prepare an effective marketing plan for a company, product, or service. With over 50 pages of updated material, this classic textbook has the solid foundation of knowledge and philosophy of the previous editions while adding essential new  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Wrenn, Bruce.
Marketing Planning Guide, Third Edition.
Hoboken : Taylor and Francis, ©2014
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Robert E Stevens; David L Loudon; Bruce Wrenn; Phylis Mansfield
ISBN: 9781317718284 1317718283 9781315785691 1315785692
OCLC Number: 884017197
Notes: Originally published 2006 by Best Business Books.
Packaging and Labeling Decisions.
Description: 1 online resource (380 pages).
Contents: Cover; Half Title; Title Page; Copyright Page; Table of Contents; About the Authors; Preface; Part I: Introduction to Marketing Planning; Chapter 1. The Importance of Marketing Planning; Marketing Planning in Action: Starbucks; Introduction; What Is Marketing?; What Is Planning?; Planning's Place in the Organization; The Marketing Planning Process; The Marketing Plan Format; Summary; Chapter 2. Organizational Considerations in Marketing Planning; Marketing Planning in Action: Simple Is Best; Introduction; Organizational Purpose; Organizational Objectives and Strategies. Organizing for PlanningOrganizational Structure; Coordination and the Planning Process; Organizational Structure and Market Responsiveness; Summary; Chapter 3. Database Marketing Planning: Getting Needed Information; Marketing Planning in Action: Hyundai Motor Company; Introduction; Database Marketing; Marketing Research; Decision Making; Types of Data; Steps in a Marketing Research Project; Summary; Part II: Situation Analysis; Chapter 4. Product/Market Analysis; Marketing Planning in Action: Napster and the Advent of Music File Sharing; Introduction; Environmental Scanning. The Strategic Implications of Product/Market AnalysisSales Analysis; Cost Analysis; Summary; Chapter 5. Consumer Analysis; Marketing Planning in Action: The Antiaging Movement; Introduction; Market Segmentation; Psychographics/Lifestyle Segmentation; Market Grid Analysis; Market Potential; Summary; Chapter 6. Competitive Analysis; Marketing Planning in Action: The Package Delivery Industry; Introduction; The Concept of Competitive Advantage; Purpose of Competitive Analysis; Competitive Forces and Advantages; Summary; Chapter 7. Opportunity Analysis. Marketing Planning in Action: Reinventing BarbieIntroduction; Problems versus Opportunities; Internal Factors; Other Factors; Ranking Opportunities; Summary; Part III: Objectives; Chapter 8. Marketing Objectives; Marketing Planning in Action: Kodak; Introduction; What Are Objectives?; Alternatives to Managing by Objectives; Characteristics of Good Objectives; Types of Objectives Included in a Marketing Plan; Using Situation Analysis Data to Set Objectives; Summary; Part IV: Strategy, Strategy Variables, and Financial Impact; Chapter 9. Marketing Strategy Development. Marketing Planning in Action: MercedesIntroduction; What Is Strategy?; Elements of Marketing Strategy; Alternate Marketing Strategies; Factors Influencing the Strategy Selected; Summary; Chapter 10. Product Decisions; Market Planning in Action: DuPont; Introduction; Product: The First Component of the Marketing Mix; What Is a Product?; Product Positioning Strategies; Quality- and Value-Based Marketing; Service Strategy; Improving Customer Perceptions of Service Quality; New-Product Development Decisions; Changing Existing Products; Product Line Decisions; Branding Decisions.
Series Title: Best business books.
Responsibility: Robert E. Stevens, David L. Loudon, Bruce Wrenn, Phylis Mansfield.

Abstract:

THE CLASSIC guide to develop a marketing plan?completely updated! The newly revised Marketing Planning Guide, Third Edition is the step-by-step guide that gives you the tools to prepare an effective marketing plan for a company, product, or service. With over 50 pages of updated material, this classic textbook has 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?onc.

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