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The successful marketing plan : how to create dynamic, results-oriented marketing / Roman G. Hiebing, Jr., Scott W. Cooper, and Steven J. Wehrenberg

By: Contributor(s): Material type: TextTextPublisher: New York : McGraw-Hill, [2012]Edition: Fourth editionDescription: xxxvi, 566 pages : illustrationsContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9780071745574
Subject(s): DDC classification:
  • 658.802
Contents:
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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Holdings
Item type Current library Collection Call number Status Barcode
Book Book Cubao Branch Reference Section Circulation C 658.802 H465s 2012 (Browse shelf(Opens below)) Available 125179d

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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