For marketing courses that focus on creating a marketing plan. A step-by-step guide to creating a customized marketing plan. The Marketing Plan Handbook is the only planning handbook to guide readers, step-by-step, through the complete development of a realistic, customized marketing plan.
Preface 1. Marketing Planning: New Pace, New Possibilities 2. Analyzing the Current Situation 3. Understanding Markets and Customers 4. Segmenting, Targeting, and Positioning 5. Planning Direction, Objectives, and Marketing Support 6. Developing Product and Brand Strategy 7. Developing Channel and Logistics Strategy 8. Developing Pricing Strategy 9. Developing Marketing Communications and Influence Strategy 10. Planning Metrics and Implementation Control Glossary. Credits. Index.