Building a marketing plan : a complete guide / Ho Yin Wong, Kylie Radel, Roshnee Ramsaran-Fowdar
Material type:
TextSeries: Marketing strategy collectionPublication details: New York, N.Y. : Business Expert Press, 2011Edition: 1st edDescription: xiv, 221 p. : ill. ; 23 cmISBN: - 9781606491591 (pbk.)
- 1606491598 (pbk.)
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
Open Shelf
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UMPLIB PEKAN | HF5415.13 .W66 2011 (Browse shelf(Opens below)) | 1 | Available | 0000065528 |
Includes bibliographical references (p. [207]-212) and index
Introduction to marketing planning -- The situation analysis -- Analyzing the target market, part 1, marketing research -- Analyzing the target market, part 2, consumer behavior and the target marketing process (segmentation, targeting, and positioning) -- Marketing objectives and strategy formulation -- Planning for products and brands -- Planning for pricing -- Planning for integrated marketing communications -- Planning for distribution channels and market logistics -- Marketing implementation and control -- Appendix: Pindari Boomerang Factory marketing plan example
"This book aims to provide a comprehensive, holistic, and practical framework for the essential business process of marketing planning. It is targeted toward students of marketing and business practitioners-- marketers and nonmarketers alike-- and draws together elements of theoretical concepts, strategic thinking processes, latest research findings, and marketing applications in a straightforward, logical manner"--Abstract