TY  - BOOK
AU  - Wong,Ho Yin
AU  - Radel,Kylie
AU  - Ramsaran-Fowdar,Rooma R.
TI  - Building a marketing plan: a complete guide 
T2  - Marketing strategy collection,
SN  - 9781606491591 (pbk.)
PY  - 2011///
CY  - New York, N.Y.
PB  - Business Expert Press
KW  - Marketing
KW  - Planning
KW  - Management
N1  - 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
N2  - "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
ER  -