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The marketing plan handbook / Marian Burk Wood
Livre
Edited by Pearson. Boston (Mass.), London - 2011
Chapter 1 : Marketing Planning : New Urgency, New Possibilities. Chapter 2 : Analyzing the Current Situation. Chapter 3 : Understanding Markets and Customers. Chapter 4 : Planning Segmentation, Targeting, and Positioning. Chapter 5 : Planning Direction, Objectives, and Marketing Support. Chapter 6 : Developing Product and Brand Strategy. Chapter 7 : Developing Pricing Strategy. Chapter 8 : Developing Channel and Logistics Strategy. Chapter 9 : Developing Marketing Communications and Influence Strategy. Chapter 10 : Planning Metrics and Implementation Control..
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