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Marketing Plan Handbook

ISBN-10: 0133078353
ISBN-13: 9780133078350
Edition: 5th 2014
Authors: Marian Burk Wood
List price: $103.40 Buy it from $20.43
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Description: Directed primarily toward undergraduate Marketing college/university majors, this text also provides practical content to current and aspiring industry professionals.The Marketing Plan Handbookis the only planning handbook to guide readers,  More...

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Book details

List price: $103.40
Edition: 5th
Copyright year: 2014
Publisher: Pearson Education
Publication date: 12/21/2012
Binding: Paperback
Pages: 224
Size: 7.20" wide x 9.10" long x 0.60" tall
Weight: 0.946
Language: English

Directed primarily toward undergraduate Marketing college/university majors, this text also provides practical content to current and aspiring industry professionals.The Marketing Plan Handbookis the only planning handbook to guide readers, step-by-step, through the complete development of a realistic, customized marketing plan.

Preface
Marketing Planning: New Pace, New Possibilities
Preview
Marketing Planning Today
Marketing and Value
The Purpose of Marketing Planning
Contents of a Marketing Plan
Developing a Marketing Plan
Research and Analyze the Current Situation
Understand Markets and Customers
Plan Segmentation, Targeting, and Positioning
Plan Direction, Objectives, and Marketing Support
Develop Marketing Strategies and Programs
Plan Metrics and Implementation Control
Preparing for Marketing Planning
Primary Marketing Tools
Supporting the Marketing Mix
Guiding Principles
Summary
Your Marketing Plan, Step by Step
Endnotes
Analyzing the Current Situation
Preview
Understanding the Marketing Environment
Environmental Scanning
SWOT Analysis
Analyzing the Internal Environment
Mission
Resources
Offerings
Previous Results
Business Relationships
Keys to Success and Warning Signs
Analyzing the External Environment
Political-Legal Trends
Economic Trends
Social-Cultural Trends
Technological Trends
Ecological Trends
Competitor Analysis
Refining the SWOT Analysis
Summary
Your Marketing Plan, Step by Step
Endnotes
Understanding Markets and Customers
Preview
Analyzing Markets Today
Broad Definition of Market and Needs
Markets as Moving Targets
Market Share as a Vital Sign
Analyzing Customer Needs and Behavior
Consumer Markets
Business Markets
Planning Marketing Research
Secondary Research
Primary Research
Using Marketing Research
Summary
Your Marketing Plan, Step by Step
Endnotes
Segmenting, Targeting, and Positioning
Preview
Segmenting Consumer and Business Markets
Segments and Niches
Reasons to Segment
Select the Market
Applying Segmentation Variables to Consumer Markets
Behavioral and Attitudinal Variables
Demographic Variables
Geographic Variables
Psychographic Variables
Applying Segmentation Variables to Business Markets
Behavioral and Attitudinal Variables
Demographic Variables
Geographic Variables
Assessing and Targeting Segments
Segment Evaluation
Concentrated, Undifferentiated, and Differentiated Marketing
Segment Personas
Positioning for Competitive Advantage
Meaningful Differentiation
Positioning and Marketing Leverage
Summary
Your Marketing Plan, Step by Step
Endnotes
Planning Direction, Objectives, and Marketing Support
Preview
Determining Marketing Plan Direction
Growth Strategies
Nongrowth Strategies
Setting Marketing Plan Objectives
Types of Objectives
Marketing Objectives
Financial Objectives
Societal Objectives
Planning Marketing Support
Customer Service
Internal Marketing
Shaping the Marketing Mix
Summary
Your Marketing Plan, Step by Step
Endnotes
Developing Product and Brand Strategy
Preview
Planning Product Strategy Today
Goods, Services, and Other Products
Features, Benefits, and Services
Quality and Design
Packaging and Labeling
Product Development and Management
New Product Development
Product Lines and the Product Mix
Planning Branding
Branding and Positioning
The Power of Brand Equity
Summary
Your Marketing Plan, Step by Step
Endnotes
Developing Pricing Strategy
Preview
Understanding Value and Pricing Today
Fixed, Dynamic, and Negotiated Pricing
Customer Perceptions and Demand
Value-Based Pricing
Planning Pricing Decisions
Pricing Objectives
External Pricing Influences
Internal Pricing Influences
Adapting Prices
Summary
Your Marketing Plan, Step by Step
Endnotes
Developing Channel and Logistics Strategy
Preview
Planning for Value-Chain Flexibility
Flows in the Value Chain
Adding Value Through the Chain
Planning Channel Strategy
Channel Functions
Channel Levels
Multichannel Marketing
Reverse Channels
Channel Members
Influences on Channel Strategy
Planning for Logistics
Logistical Functions
Influences on Logistics Decisions
Summary
Your Marketing Plan, Step by Step
Endnotes
Developing Marketing Communications and Influence Strategy
Preview
Planning to Communicate with and Influence Audiences
Social Media, Word of Mouth, Buzz, and Influence
Choose the Target Audience
Set Objectives and Budget
Examine Issues
Choose Communication Tools
Plan Research
Using Communication Tools to Engage Audiences
Advertising
Sales Promotion
Public Relations
Direct Marketing
Personal Selling
Integrated Marketing Communication
Summary
Your Marketing Plan, Step by Step
Endnotes
Planning Metrics and Implementation Control
Preview
Measuring What Matters
Planning Metrics
Identifying Metrics
Marketing Metrics for Digital and Social Media
Using Metrics
Planning Forecasts, Budgets, and Schedules
Forecasting Sales and Costs
Budgeting to Plan and Track Expenses
Scheduling Marketing Plan Programs
Controlling Marketing Plan Implementation
Applying Control
Preparing Contingency Plans
Summary
Your Marketing Plan, Step by Step
Endnotes
Appendix Sample Marketing Plan: PretzL Elegance's Artisanal Chocolate Twists
Glossary
Index

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