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

By:

Wong, Ho Yin [author.]

Contributor(s):

Material type: Text

TextSeries: Marketing strategy collectionPublisher: New York : Business Expert Press, 2011Edition: First editionDescription: xiv, 221 pages : illustrations ; 23 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

ISBN:

1606491598
9781606491591

Subject(s):

DDC classification:

658.8 22

LOC classification:

HF5415.13 .W655 2011

Contents:

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.

Summary: "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.

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Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Book	City Campus City Campus Main Collection	658.8 WON (Browse shelf(Opens below))	1	Available		A509839B

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Previous	658.8 WEI Building an import/export business /	658.8 WEI Hands-on social marketing : a step-by-step guide to designing change for good /	658.8 WIN Beyond the brand : why engaging the right customers is essential to winning in business /	658.8 WON Building a marketing plan : a complete guide /	658.8 YOU The marketer's handbook : reassessing marketing techniques for modern business /	658.8 ZAB Precision marketing : the new rules for attracting, retaining, and leveraging profitable customers /	658.8 ZEI Services marketing : integrating customer focus across the firm /	Next

Includes bibliographical references (pages 207-212) and index.

"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.

Machine converted from AACR2 source record.

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