The marketing plan handbook /
Wood, Marian Burk. 2003
The marketing plan handbook / Marian Burk Wood. - 4th ed. - Boston : Prentice Hall, c2011. - xiv, 210 p. : ill. ; 24 cm.
Includes bibliographical references and index.
Marketing planning : new urgency, new possibilities -- Analyzing the current situation -- Understanding markets and customers -- Planning segmentation, targeting, and positioning -- Planning direction, objectives, and marketing support -- Developing product and brand strategy -- Developing pricing strategy -- Developing channel and logistics strategy -- Developing marketing communications and influence strategy -- Planning metrics and implementation control -- Appendix sample marketing plan : SonicSuperphone.
9780136089360 (alk. paper) 0136089364 (alk. paper)
2010000740
Marketing--Management--Handbooks, manuals, etc.
HF5415.13 / .W66 2011
658.8/02
The marketing plan handbook / Marian Burk Wood. - 4th ed. - Boston : Prentice Hall, c2011. - xiv, 210 p. : ill. ; 24 cm.
Includes bibliographical references and index.
Marketing planning : new urgency, new possibilities -- Analyzing the current situation -- Understanding markets and customers -- Planning segmentation, targeting, and positioning -- Planning direction, objectives, and marketing support -- Developing product and brand strategy -- Developing pricing strategy -- Developing channel and logistics strategy -- Developing marketing communications and influence strategy -- Planning metrics and implementation control -- Appendix sample marketing plan : SonicSuperphone.
9780136089360 (alk. paper) 0136089364 (alk. paper)
2010000740
Marketing--Management--Handbooks, manuals, etc.
HF5415.13 / .W66 2011
658.8/02