TY  - BOOK
AU  - Heibing,Roman G.
AU  - Cooper,Scott W.
AU  - Wehrenberg,Steven J.
TI  - The successful marketing plan: : how to create dynamic, results-oriented marketing
SN  - 9780071745574
U1  - 658.802 
PY  - 2012///]
CY  - New York
PB  - McGraw-Hill
KW  - Marketing
KW  - Planning
N1  - 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
ER  -