MARC details
| 000 -CABECERA |
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| campo de control de longitud fija |
05797nam a2200349Ia 4500 |
| 001 - NÚMERO DE CONTROL |
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| campo de control |
130 |
| 008 - DATOS DE LONGITUD FIJA--INFORMACIÓN GENERAL |
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| campo de control de longitud fija |
230305s2008 xx 000 0 und d |
| 020 ## - NÚMERO INTERNACIONAL ESTÁNDAR DEL LIBRO |
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| Número Internacional Estándar del Libro |
9780132237550 |
| 043 ## - CÓDIGO DE ÁREA GEOGRÁFICA |
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| Código de área geográfica |
en_UK |
| 041 ## - CÓDIGO DE LENGUA |
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| Código de lengua del texto/banda sonora o título independiente |
eng |
| 245 #4 - MENCIÓN DE TÍTULO |
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| Título |
The marketing plan handbook |
| 250 ## - MENCIÓN DE EDICIÓN |
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| Mención de edición |
3ª ed. |
| 260 ## - PUBLICACIÓN, DISTRIBUCIÓN, ETC. |
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| Lugar de publicación, distribución, etc. |
|
| Nombre del editor, distribuidor, etc. |
Pearson Prentice Hall, |
| Fecha de publicación, distribución, etc. |
2008 |
| 300 ## - DESCRIPCIÓN FÍSICA |
|---|
| Extensión |
viii + 190 p. + 25 cm |
| 505 ## - NOTA DE CONTENIDO CON FORMATO |
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| Nota de contenido con formato |
CHAPTER 1 Introduction to Marketing Planning 1 |
| Mención de responsabilidad |
Preview 1-- |
| -- |
Overview of Marketing Planning 2-- |
| -- |
Marketing Planning Defined 3-- |
| -- |
Contents of a Marketing Plan 5-- |
| -- |
Developing a Marketing Plan 7-- |
| -- |
Research and Analyze the Current Situation 7-- |
| -- |
Understand Markets and Customers 8-- |
| -- |
Plan Segmentation, Targeting, and Positioning 8-- |
| -- |
Plan Direction, Objectives, and Marketing Support-- |
| -- |
Develop Marketing Strategies and Programs 10-- |
| -- |
Track Progress and Control Implementation 11-- |
| -- |
Preparing for Marketing Planning 12-- |
| -- |
Primary Marketing Tools 12-- |
| -- |
Supporting the Marketing Mix 15-- |
| -- |
Guiding Principles 16-- |
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Summary 20-- |
| -- |
CHAPTER 2 Analyzing the Current Situation 21-- |
| -- |
Preview 21-- |
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Environmental Scanning and Analysis 22-- |
| -- |
Mission 25-- |
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Resources 25-- |
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Analyzing the Internal Environment 25-- |
| -- |
Offerings 26-- |
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Previous Results 26-- |
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Business Relationships 27-- |
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Keys to Success, and Warning Signs 27-- |
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Analyzing the External Environment 27-- |
| -- |
Demographic Trends 28-- |
| -- |
Economic Trends 29-- |
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Ecological Trends 31-- |
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Technological Trends 31-- |
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Political-Legal Trends 32-- |
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Social-Cultural Trends 33-- |
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Competitor Analysis 33-- |
| -- |
SWOT Analysis 34-- |
| -- |
Summary 35-- |
| -- |
CHAPTER 3 Understanding Markets and Customers 37-- |
| -- |
Preview 37-- |
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Analyzing Markets 38-- |
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Broad Definition of Market and Needs 39-- |
| -- |
Markets as Moving Targets 41-- |
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Market Share as a Vital Sign 42-- |
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Analyzing Customer Needs and Behavior 43-- |
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Consumer Markets 44-- |
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Business Markets 48-- |
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Planning Marketing Research 49-- |
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Secondary Research 50-- |
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Primary Research 50-- |
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Using Marketing Research 51-- |
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Summary 52-- |
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CHAPTER 4 Planning Segmentation, Targeting, and Positioning 53-- |
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Preview 53-- |
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Segmenting Consumer and Business Markets 54-- |
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Select the Market 55-- |
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Apply Segmentation Variables to Consumer Markets 57-- |
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Apply Segmentation Variables to Business Markets 60-- |
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Assess and Select Segments for Targeting 61-- |
| -- |
Targeting and Coverage Strategies 63-- |
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Concentrated, Undifferentiated, and Differentiated Marketing 64-- |
| -- |
Personas for Targeted Segments 65-- |
| -- |
Positioning for Competitive Advantage 65-- |
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Meaningful Differentiation 66-- |
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Positioning and Marketing Leverage 66-- |
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Summary 67-- |
| -- |
CHAPTER 5 Planning Direction, Objectives, and Marketing-- |
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Support 68-- |
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Preview 68-- |
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Determining Marketing Plan Direction 68-- |
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Growth Strategies 69-- |
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Nongrowth Strategies 70-- |
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Setting Marketing Plan Objectives 71-- |
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Marketing Objectives 72-- |
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Financial Objectives 74-- |
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Societal Objectives 74-- |
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Customer Service 76-- |
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Planning Marketing Support 76-- |
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Internal Marketing 77-- |
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Shaping the Marketing Mix 79-- |
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Summary 79-- |
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CHAPTER 6 Developing Product and Brand Strategy 80-- |
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Preview 80-- |
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Planning Product Strategy 81-- |
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Goods, Services, and Other Products 82-- |
| -- |
Features, Benefits, and Services 83-- |
| -- |
Quality and Design 85-- |
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Packaging and Labeling 85-- |
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Product Development and Management 86-- |
| -- |
Planning Branding 91-- |
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Branding and Positioning 92-- |
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The Power of Brand Equity 92-- |
| -- |
Summary 94-- |
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CHAPTER 7 Developing Pricing Strategy 95-- |
| -- |
Preview 95-- |
| -- |
Understanding Value and Pricing 96-- |
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Customer Perceptions and Demand 97-- |
| -- |
Value-Based Pricing 99-- |
| -- |
Pricing Objectives 100-- |
| -- |
Planning Pricing Decisions 100-- |
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External Pricing Influences 101-- |
| -- |
Internal Pricing Influences 104-- |
| -- |
Adapting Prices 108-- |
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Summary 110-- |
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CHAPTER 8 Developing Channel and Logistics Strategy 111-- |
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Preview 111-- |
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Planning for the Value Chain 112-- |
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Flows in the Value Chain 113-- |
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Adding Value through the Chain 114-- |
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Services and the Value Chain 114-- |
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Channel Functions 115-- |
| -- |
Planning Channel Strategy 115-- |
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Channel Levels 116-- |
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Reverse Channels 117-- |
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Channel Members 117-- |
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Influences on Channel Strategy 118-- |
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Planning for Logistics 120-- |
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Logistical Functions 121-- |
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Influences on Logistics Decisions 122-- |
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Summary 123-- |
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CHAPTER 9 Developing Integrated Marketing Communication-- |
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Strategy 124-- |
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Preview 124-- |
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Planning for Integrated Marketing Communication 124-- |
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Choose the Target Audience 126-- |
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Set Objectives and Budget 127-- |
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Examine Issues 128-- |
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Choose IMC Tools 129-- |
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Plan Research 131-- |
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Advertising 131-- |
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Using IMC Tools 131-- |
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Sales Promotion 133-- |
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Public Relations 135-- |
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Direct Marketing 136-- |
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Personal Selling 137-- |
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Summary 138-- |
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CHAPTER 10 Planning Performance Measurement and Implementation-- |
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Control 139-- |
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Preview 139-- |
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Forecasting Sales and Costs 140-- |
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Measuring Marketing Performance 140-- |
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Budgeting to Plan and Track Expenses 143-- |
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Scheduling Marketing Plan Programs 145-- |
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Measuring What Matters: Metrics 146-- |
| -- |
Controlling Marketing Plan Implementation 151-- |
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Applying Control 153-- |
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Preparing Contingency Plans 153-- |
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Summary 154-- |
| -- |
Appendix Sample Marketing Plan: Sonic Superphone 155-- |
| -- |
Glossary 164-- |
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Endnotes 168-- |
| -- |
Credits 181-- |
| -- |
Index 00-- |
| 590 ## - NOTA LOCAL (RLIN) |
|---|
| Nota local |
cd con el software Marketing Plan Pro |
| 590 ## - NOTA LOCAL (RLIN) |
|---|
| Procedencia (VM) [OBSOLETO] |
Includes bibliographical references (p. 168-180) and index. ; |
| 630 ## - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÍTULO UNIFORME |
|---|
| Título uniforme |
HF COMMERCE |
| 9 (RLIN) |
14 |
| 650 #0 - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÉRMINO DE MATERIA |
|---|
| Término de materia o nombre geográfico como elemento de entrada |
Marketing |
| Subdivisión general |
Management |
| -- |
Handbooks, manuals, etc. |
| 9 (RLIN) |
869 |
| 650 ## - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÉRMINO DE MATERIA |
|---|
| Término de materia o nombre geográfico como elemento de entrada |
manuals |
| 9 (RLIN) |
187 |
| 650 ## - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÉRMINO DE MATERIA |
|---|
| Término de materia o nombre geográfico como elemento de entrada |
|
| 650 ## - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÉRMINO DE MATERIA |
|---|
| Término de materia o nombre geográfico como elemento de entrada |
|
| 9 (RLIN) |
12 |
| 700 ## - ENTRADA AGREGADA--NOMBRE PERSONAL |
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| Nombre de persona |
Burk Wood, Marian |
| Término indicativo de función/relación |
Author |
| 9 (RLIN) |
870 |
| 856 ## - LOCALIZACIÓN Y ACCESO ELECTRÓNICOS |
|---|
| Identificador Uniforme del Recurso |
<a href="http://www.pearsonhighered.com/educator/academic/product/0,,0135136288-IS,00%2ben-USS_01DBC.html">http://www.pearsonhighered.com/educator/academic/product/0,,0135136288-IS,00%2ben-USS_01DBC.html</a> |
| 902 ## - ELEMENTOS DE DATOS B LOCAL, LDB (RLIN) |
|---|
| a |
360 |
| 905 ## - ELEMENTOS DE DATOS E LOCAL, LDE (RLIN) |
|---|
| a |
m |
| 911 ## - EQUIVALENCIA O REFERENCIA-CRUZADA-NOMBRE DE CONFERENCIA O REUNIÓN/CONGRESO [LOCAL, CANADÁ] |
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| Nombre de congreso/reunión o jurisdicción como elemento de entrada |
https://biblioteca.tbs-education.es/portadas/9780132237550.jpg |
| 912 ## - |
|---|
| -- |
2008-01-01 |
| 942 ## - ELEMENTOS DE ENTRADA AGREGADA (KOHA) |
|---|
| Código de la institución [OBSOLETO] |
1 |
| 953 ## - |
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| -- |
2010-01-25 16:54:13 |
