Successful Marketing Plan How to Create Dynamic, Results Oriented Marketing

ISBN-10: 0071745572

ISBN-13: 9780071745574

Edition: 4th 2011

Authors: Scott W. Cooper, Steve Wehrenberg, Roman G. Hiebing

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Book details

List price: $47.00
Edition: 4th
Copyright year: 2011
Publisher: McGraw-Hill Companies, The
Publication date: 10/6/2011
Binding: Paperback
Pages: 608
Size: 8.50" wide x 11.00" long x 1.25" tall
Weight: 2.948
Language: English

Scott W. Cooper is President of the Hiebing Group and has worked on accounts such as Coors, Famous Footwear, American Automobile Association (AAA), and Fort Howard Paper. Prior to his current position, Scott had experience in both the client and agency side of the business. He currently teaches marketing communications in the School of Business at the University of Wisconsin.

Roman G. Hiebing, Jr., is Chief Executive Officer of the Hiebing Group, an advertising, marketing, and public relations agency that has over the years provided full-service capability to a diverse clientele from small entrepreneurial firms to Fortune 500 companies. These have included Kimberly-Clark, McDonalds Corporation, and Mercury Marine. Mr. Hiebing teaches advertising and marketing in the School of Business at the University of Wisconsin.

Business Review INSIGHTS
What You'll Need to Know, Part 1
What You'll Need to Know, Part 2
Problems and Opportunities
Brand Platform and PLAN OBJECTIVES
Sales Objectives
Marketing Objectives
Communication Objectives
Message Strategy
Umbrella Strategy
Tactical Plans
Product, Naming, and Packaging
Personal Selling
Advertising Content
Advertising Media
Interactive Communications
Public Relations
Budget, Payback, and Calendar
Plan Evaluation
Idea Starters by Marketing Situation
Worksheets for the Business Review
Worksheets and Formats for the Marketing Plan
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