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Successful Marketing Plan A Disciplined and Comprehensive Approach

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ISBN-10: 0071395210

ISBN-13: 9780071395212

Edition: 3rd 2003 (Revised)

Authors: Roman G. Hiebing, Scott W. Cooper

List price: $39.95
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Description:

The authors show how to use an interlocking process for developing a marketing plan. They provide easy to use worksheets, flowcharts, outlines and formats and hundreds of idea starters for everyday marketing challenges.
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Book details

List price: $39.95
Edition: 3rd
Copyright year: 2003
Publisher: McGraw-Hill Companies, The
Publication date: 5/23/2003
Binding: Paperback
Pages: 576
Size: 8.50" wide x 11.00" long x 1.10" tall
Weight: 2.838
Language: English

Foreword
Preface
Introduction
What the Reader Can Expect
Disciplined Marketing Planning
The Ten Steps to Disciplined Marketing Planning
Business Review
Problems and Opportunities
Sales Objectives
Target Markets and Marketing Objective
Plan Strategies
Communication Goals
Tactical Marketing Mix Tools
Budget, Payback Analysis, and Calendar
Execution
Evaluation
How to Use This Book in Your Marketing Planning
Adapt the Process to Fit Your Business
Strive to Fill Data Voids
Keep Track of Your Ideas
Apply the Material to Your Own Marketing Situation
Use Idea Starters
Allow Sufficient Time to Prepare and Modify Your Plan
Marketing Background
The Business Review
Overview
Why Market Information Is Important
Primary Elements of the Business Review
Preparing the Business Review
Conducting Research
How to Prepare a Business Review
Overview
Scope
Product and Market Review
Target Market Effectors
Business Review Writing Style
Dos and Don'ts
Problems and Opportunities
Overview
How to Write Actionable Problems and Opportunities
Dos and Don'ts
Marketing Plan
Sales Objectives
Overview
How to Set Sales Objectives
Dos and Don'ts
Target Markets and Marketing Objectives
Overview
Target Segmentation Methodology
Business-to-Business Target Market Segmentation
How to Write Target Market Descriptors
Locking the Sales, Target Market, and Marketing Objectives Together
How to Develop Your Marketing Objectives
Dos and Don'ts
Brand Positioning
Overview
How to Develop Your Own Positioning
Positioning by Matching
Positioning by Mapping
Positioning by Emotional Relationship
How to Build an Emotional Relationship with the Consumer
Prepare a Positioning Strategy
Select a Positioning Execution
Dos and Don'ts
Marketing Strategies
Overview
Alternative Strategies for Consideration
How to Develop Your Marketing Strategies
Dos and Don'ts
Communication Goals
Overview
Communication Goals Application
Communication Control Challenges and Inherent Problems Regarding the Communication Value Method
Dos and Don'ts
Product/Naming/Packaging
Product Overview
How to Develop a New Product Plan
Why So Many New Products Fail
Dos and Don'ts
Naming Overview
Dos and Don'ts
Packaging Overview
Reasons for Changing Your Packaging
Developing a Packaging Plan
Dos and Don'ts
Pricing
Overview
How to Develop a Pricing Plan
Dos and Don'ts
Distribution
Overview
How to Develop a Distribution Plan
Dos and Don'ts
Personal Selling/Service
Overview
How to Develop a Personal Selling/Service Plan
Dos and Don'ts
Promotion/Events
Overview
Establishing Short-Term Promotion Sales Objectives
How to Develop Your Promotion Objectives
Promotion Strategy and Execution Considerations
How to Develop Promotion Strategies and Programs
How to Approach Event Marketing
Dos and Don'ts
Appendix of Promotion Vehicles
Advertising Message
Overview
The Disciplined Process for Creating Your Advertising Message
Helpful Hints
Dos and Don'ts
Advertising Media
Overview
Disciplined Approach to Media Planning
Dos and Don'ts
Appendix of Evolving Personal Media
Internet Media
Overview
Market-Led Approach
The Process
Establish Internet Objectives
Considerations
Dos and Don'ts
Merchandising
Overview
How to Develop a Merchandising Plan
Dos and Don'ts
Public Relations
Overview
Public Relations as Part of Your Marketing Mix
Specialized Areas of Public Relations
How to Develop a Media Relations Program
Executing Your Media Relations Plan
Measuring and Evaluating Media Relations
Dos and Don'ts
Marketing Budget, Payback Analysis, and Marketing Calendar
Budgeting Overview
How to Develop Your Budget
Using a Combination of the Three Tasks to Finalize Your Budget
How to Develop Your Budget Format
Payback Analysis Overview
Marketing Calendar Overview
Dos and Don'ts
Execution
Plan Execution
Overview
Key Steps to Successful Execution
Dos and Don'ts
Evaluation
Plan Evaluation
Overview
How to Structure the Sales Evaluation Process
Dos and Don'ts
Marketing Research and Testing (R&T)
Overview
Examples of How to Develop Testing Programs
Dos and Don'ts
Idea Starters by Marketing Situation
Worksheets for the Marketing Background
Worksheets and Formats for the Marketing Plan
Index