Wong, Ho Yin <br/><br/>
Building a marketing plan :  a complete guide / 
Ho Yin Wong, Kylie Radel, Roshnee Ramsaran-Fowdar 
 - 1st ed. 
 - New York, N.Y. :  Business Expert Press,  2011 
 - xiv, 221 p. :  ill. ;  23 cm. 
 - Marketing strategy collection,  2150-9654 .
 - Marketing strategy collection .
<br/><br/>Includes bibliographical references (p. [207]-212) and index 
<br/><br/>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 
<br/><br/> "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 
<br/><br/><label>ISBN: </label>9781606491591 (pbk.) 1606491598 (pbk.) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Planning<br/>Marketing--Management