a complete guide Wong, Ho Yin creator Radel, Kylie Ramsaran-Fowdar, Rooma R. text bibliography nyu New York, N.Y Business Expert Press 2011 1st ed. monographic eng

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xiv, 221 p. : ill. ; 23 cm. "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 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 specialized Ho Yin Wong, Kylie Radel, Roshnee Ramsaran-Fowdar Includes bibliographical references (p. [207]-212) and index Marketing Planning Marketing Management 9781606491591 (pbk.) 1606491598 (pbk.) UMP 120524 20251125093136.0 vtls000060167