The successful marketing plan : how to create dynamic, results-oriented marketing
Heibing, Roman G. Jr.
The successful marketing plan : how to create dynamic, results-oriented marketing / Roman G. Hiebing, Jr., Scott W. Cooper, and Steven J. Wehrenberg - Fourth edition - xxxvi, 566 pages : illustrations
Includes index.
Part I. Business review insights What you'll need to know, part 1 What you'll need to know, part 2 Problems and opportunities Part II. Brand platform and plan objectives Scope Targets Positioning Sales objectives Marketing objectives Communication objectives Message strategy Umbrella strategy Part III. Tactical plans Product, naming, and packaging Pricing Distribution Personal selling Advertising content Promotions Advertising media Interactive communications Merchandising Public relations IV. Evaluation Budget, payback, and calendar Execution Budget, payback, and calendar Execution Plan evaluation
9780071745574
Marketing--Planning
658.802
The successful marketing plan : how to create dynamic, results-oriented marketing / Roman G. Hiebing, Jr., Scott W. Cooper, and Steven J. Wehrenberg - Fourth edition - xxxvi, 566 pages : illustrations
Includes index.
Part I. Business review insights What you'll need to know, part 1 What you'll need to know, part 2 Problems and opportunities Part II. Brand platform and plan objectives Scope Targets Positioning Sales objectives Marketing objectives Communication objectives Message strategy Umbrella strategy Part III. Tactical plans Product, naming, and packaging Pricing Distribution Personal selling Advertising content Promotions Advertising media Interactive communications Merchandising Public relations IV. Evaluation Budget, payback, and calendar Execution Budget, payback, and calendar Execution Plan evaluation
9780071745574
Marketing--Planning
658.802