The successful marketing plan : how to create dynamic, results-oriented marketing / Roman G. Hiebing, Jr., Scott W. Cooper, and Steven J. Wehrenberg
Material type:
TextPublisher: New York : McGraw-Hill, [2012]Edition: Fourth editionDescription: xxxvi, 566 pages : illustrationsContent type: - text
- unmediated
- volume
- 9780071745574
- 658.802
| Item type | Current library | Collection | Call number | Status | Barcode | |
|---|---|---|---|---|---|---|
Book
|
Cubao Branch Reference Section | Circulation | C 658.802 H465s 2012 (Browse shelf(Opens below)) | Available | 125179d |
Browsing Cubao Branch shelves, Shelving location: Reference Section, Collection: Circulation Close shelf browser (Hides shelf browser)
| C 658.4092 B639s 2009 The secret : what great leaders know and do | C 658.452 G539 2007 Giving presentations : expert solutions to everyday challenges | C 658.453 P978p 2005 Powerful proposals : how to give your business the winning edge | C 658.802 H465s 2012 The successful marketing plan : how to create dynamic, results-oriented marketing | C 658.816 M353p 2004 The price advantage | C 658.85 Z21s 1993 Sales effectiveness training : the breakthrough method to become partners with your customers | C 659.1 G822m 1991 Marketing corporate image : the company as your number one product |
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
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