Building a marketing plan : a complete guide / Ho Yin Wong, Kylie Radel, Roshnee Ramsaran-Fowdar ; Naresh Malhotra, editor.

Format:

Book

Author/Creator:

Wong, Ho Yin, author.

Radel, Kylie, author.

Ramsaran-Fowdar, Roshnee., author.

Contributor:

Malhotra, Naresh, editor.

Series:

Marketing strategy collection, 2150-9662

Language:

English

Subjects (All):

Marketing--Planning.

Marketing.

Physical Description:

1 online resource (238 pages)

Edition:

1st ed.

Place of Publication:

[New York, N.Y.] (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2011.

Language Note:

English

Summary:

In any journey, if you don't know where you are going, how will you know when you get there? Equally, if you don't have a focus and direction for your organization, which is underpinned by realistic, actionable, measurable, marketing objectives and a good idea of how to achieve those objectives, then how can you grow your business and achieve long- term profitability? 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.

Contents:

List of illustrations

Foreword

Acknowledgments

1. Introduction to marketing planning

2. The situation analysis

3. Analyzing the target market, part 1, marketing research

4. Analyzing the target market, part 2, consumer behavior and the target marketing process (segmentation, targeting, and positioning)

5. Marketing objectives and strategy formulation

6. Planning for products and brands

7. Planning for pricing

8. Planning for integrated marketing communications

9. Planning for distribution channels and market logistics

10. Marketing implementation and control

Appendix: Pindari Boomerang Factory marketing plan example

Notes

References

Index.

Notes:

Description based upon print version of record.

Includes bibliographical references (p. 201-212) and index.

Title from PDF t.p. (viewed on June 27, 2011).

ISBN:

9781782680611

1782680616

9781283892681

1283892685

9781606491607

1606491601

OCLC:

742184657

Publisher Number:

2 BEP