000			01995nam a22006377a 4500
999			_c17815 _d17814
003			OSt
005			20231110153524.0
008			230125s2012 nyua 001 0 eng d
020			_a9780071745574
040			_cQCPL
082			_a658.802
100	1		_aHeibing, Roman G. _cJr. _eauthor
245	1	4	_aThe successful marketing plan _b: how to create dynamic, results-oriented marketing _c/ Roman G. Hiebing, Jr., Scott W. Cooper, and Steven J. Wehrenberg
250			_aFourth edition
264		1	_aNew York : _bMcGraw-Hill, _c[2012]
300			_axxxvi, 566 pages : _billustrations
336			_2rdacontent _atext
337			_2rdamedia _aunmediated
338			_2rdacarrier _avolume
500			_aIncludes index.
505	0		_aPart I. Business review insights
505	0		_aWhat you'll need to know, part 1
505	0		_aWhat you'll need to know, part 2
505	0		_aProblems and opportunities
505	0		_aPart II. Brand platform and plan objectives
505	0		_aScope
505	0		_aTargets
505	0		_aPositioning
505	0		_aSales objectives
505	0		_aMarketing objectives
505	0		_aCommunication objectives
505	0		_aMessage strategy
505	0		_aUmbrella strategy
505	0		_aPart III. Tactical plans
505	0		_aProduct, naming, and packaging
505	0		_aPricing
505	0		_aDistribution
505	0		_aPersonal selling
505	0		_aAdvertising content
505	0		_aPromotions
505	0		_aAdvertising media
505	0		_aInteractive communications
505	0		_aMerchandising
505	0		_aPublic relations
505	0		_aIV. Evaluation
505	0		_aBudget, payback, and calendar
505	0		_aExecution
505	0		_aBudget, payback, and calendar
505	0		_aExecution
505	0		_aPlan evaluation
650			_aMarketing _xPlanning
700	1		_aCooper, Scott W. _eauthor
700	1		_aWehrenberg, Steven J. _eauthor
942			_2ddc _cBOOK
690			_aBusiness & money