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The marketing plan handbook

Contributor(s): Material type: TextTextLanguage: English Publication details: Pearson Prentice Hall, 2008Edition: 3ª ed.Description: viii + 190 p. + 25 cmISBN:
  • 9780132237550
Subject(s): Online resources:
Contents:
CHAPTER 1 Introduction to Marketing Planning 1 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-- Summary 20-- CHAPTER 2 Analyzing the Current Situation 21-- Preview 21-- Environmental Scanning and Analysis 22-- Mission 25-- Resources 25-- Analyzing the Internal Environment 25-- Offerings 26-- Previous Results 26-- Business Relationships 27-- Keys to Success, and Warning Signs 27-- Analyzing the External Environment 27-- Demographic Trends 28-- Economic Trends 29-- Ecological Trends 31-- Technological Trends 31-- Political-Legal Trends 32-- Social-Cultural Trends 33-- Competitor Analysis 33-- SWOT Analysis 34-- Summary 35-- CHAPTER 3 Understanding Markets and Customers 37-- Preview 37-- Analyzing Markets 38-- Broad Definition of Market and Needs 39-- Markets as Moving Targets 41-- Market Share as a Vital Sign 42-- Analyzing Customer Needs and Behavior 43-- Consumer Markets 44-- Business Markets 48-- Planning Marketing Research 49-- Secondary Research 50-- Primary Research 50-- Using Marketing Research 51-- Summary 52-- CHAPTER 4 Planning Segmentation, Targeting, and Positioning 53-- Preview 53-- Segmenting Consumer and Business Markets 54-- Select the Market 55-- Apply Segmentation Variables to Consumer Markets 57-- Apply Segmentation Variables to Business Markets 60-- Assess and Select Segments for Targeting 61-- Targeting and Coverage Strategies 63-- Concentrated, Undifferentiated, and Differentiated Marketing 64-- Personas for Targeted Segments 65-- Positioning for Competitive Advantage 65-- Meaningful Differentiation 66-- Positioning and Marketing Leverage 66-- Summary 67-- CHAPTER 5 Planning Direction, Objectives, and Marketing-- Support 68-- Preview 68-- Determining Marketing Plan Direction 68-- Growth Strategies 69-- Nongrowth Strategies 70-- Setting Marketing Plan Objectives 71-- Marketing Objectives 72-- Financial Objectives 74-- Societal Objectives 74-- Customer Service 76-- Planning Marketing Support 76-- Internal Marketing 77-- Shaping the Marketing Mix 79-- Summary 79-- CHAPTER 6 Developing Product and Brand Strategy 80-- Preview 80-- Planning Product Strategy 81-- Goods, Services, and Other Products 82-- Features, Benefits, and Services 83-- Quality and Design 85-- Packaging and Labeling 85-- Product Development and Management 86-- Planning Branding 91-- Branding and Positioning 92-- The Power of Brand Equity 92-- Summary 94-- CHAPTER 7 Developing Pricing Strategy 95-- Preview 95-- Understanding Value and Pricing 96-- Customer Perceptions and Demand 97-- Value-Based Pricing 99-- Pricing Objectives 100-- Planning Pricing Decisions 100-- External Pricing Influences 101-- Internal Pricing Influences 104-- Adapting Prices 108-- Summary 110-- CHAPTER 8 Developing Channel and Logistics Strategy 111-- Preview 111-- Planning for the Value Chain 112-- Flows in the Value Chain 113-- Adding Value through the Chain 114-- Services and the Value Chain 114-- Channel Functions 115-- Planning Channel Strategy 115-- Channel Levels 116-- Reverse Channels 117-- Channel Members 117-- Influences on Channel Strategy 118-- Planning for Logistics 120-- Logistical Functions 121-- Influences on Logistics Decisions 122-- Summary 123-- CHAPTER 9 Developing Integrated Marketing Communication-- Strategy 124-- Preview 124-- Planning for Integrated Marketing Communication 124-- Choose the Target Audience 126-- Set Objectives and Budget 127-- Examine Issues 128-- Choose IMC Tools 129-- Plan Research 131-- Advertising 131-- Using IMC Tools 131-- Sales Promotion 133-- Public Relations 135-- Direct Marketing 136-- Personal Selling 137-- Summary 138-- CHAPTER 10 Planning Performance Measurement and Implementation-- Control 139-- Preview 139-- Forecasting Sales and Costs 140-- Measuring Marketing Performance 140-- Budgeting to Plan and Track Expenses 143-- Scheduling Marketing Plan Programs 145-- Measuring What Matters: Metrics 146-- Controlling Marketing Plan Implementation 151-- Applying Control 153-- Preparing Contingency Plans 153-- Summary 154-- Appendix Sample Marketing Plan: Sonic Superphone 155-- Glossary 164-- Endnotes 168-- Credits 181-- Index 00--
Holdings
Item type Current library Call number Status Date due Barcode
Book TBS Barcelona Libre acceso HF5415.13 BUR (Browse shelf(Opens below)) Available B04673
Book TBS Barcelona Libre acceso HF5415.13 BUR (Browse shelf(Opens below)) Available B04672

CHAPTER 1 Introduction to Marketing Planning 1 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-- Summary 20-- CHAPTER 2 Analyzing the Current Situation 21-- Preview 21-- Environmental Scanning and Analysis 22-- Mission 25-- Resources 25-- Analyzing the Internal Environment 25-- Offerings 26-- Previous Results 26-- Business Relationships 27-- Keys to Success, and Warning Signs 27-- Analyzing the External Environment 27-- Demographic Trends 28-- Economic Trends 29-- Ecological Trends 31-- Technological Trends 31-- Political-Legal Trends 32-- Social-Cultural Trends 33-- Competitor Analysis 33-- SWOT Analysis 34-- Summary 35-- CHAPTER 3 Understanding Markets and Customers 37-- Preview 37-- Analyzing Markets 38-- Broad Definition of Market and Needs 39-- Markets as Moving Targets 41-- Market Share as a Vital Sign 42-- Analyzing Customer Needs and Behavior 43-- Consumer Markets 44-- Business Markets 48-- Planning Marketing Research 49-- Secondary Research 50-- Primary Research 50-- Using Marketing Research 51-- Summary 52-- CHAPTER 4 Planning Segmentation, Targeting, and Positioning 53-- Preview 53-- Segmenting Consumer and Business Markets 54-- Select the Market 55-- Apply Segmentation Variables to Consumer Markets 57-- Apply Segmentation Variables to Business Markets 60-- Assess and Select Segments for Targeting 61-- Targeting and Coverage Strategies 63-- Concentrated, Undifferentiated, and Differentiated Marketing 64-- Personas for Targeted Segments 65-- Positioning for Competitive Advantage 65-- Meaningful Differentiation 66-- Positioning and Marketing Leverage 66-- Summary 67-- CHAPTER 5 Planning Direction, Objectives, and Marketing-- Support 68-- Preview 68-- Determining Marketing Plan Direction 68-- Growth Strategies 69-- Nongrowth Strategies 70-- Setting Marketing Plan Objectives 71-- Marketing Objectives 72-- Financial Objectives 74-- Societal Objectives 74-- Customer Service 76-- Planning Marketing Support 76-- Internal Marketing 77-- Shaping the Marketing Mix 79-- Summary 79-- CHAPTER 6 Developing Product and Brand Strategy 80-- Preview 80-- Planning Product Strategy 81-- Goods, Services, and Other Products 82-- Features, Benefits, and Services 83-- Quality and Design 85-- Packaging and Labeling 85-- Product Development and Management 86-- Planning Branding 91-- Branding and Positioning 92-- The Power of Brand Equity 92-- Summary 94-- CHAPTER 7 Developing Pricing Strategy 95-- Preview 95-- Understanding Value and Pricing 96-- Customer Perceptions and Demand 97-- Value-Based Pricing 99-- Pricing Objectives 100-- Planning Pricing Decisions 100-- External Pricing Influences 101-- Internal Pricing Influences 104-- Adapting Prices 108-- Summary 110-- CHAPTER 8 Developing Channel and Logistics Strategy 111-- Preview 111-- Planning for the Value Chain 112-- Flows in the Value Chain 113-- Adding Value through the Chain 114-- Services and the Value Chain 114-- Channel Functions 115-- Planning Channel Strategy 115-- Channel Levels 116-- Reverse Channels 117-- Channel Members 117-- Influences on Channel Strategy 118-- Planning for Logistics 120-- Logistical Functions 121-- Influences on Logistics Decisions 122-- Summary 123-- CHAPTER 9 Developing Integrated Marketing Communication-- Strategy 124-- Preview 124-- Planning for Integrated Marketing Communication 124-- Choose the Target Audience 126-- Set Objectives and Budget 127-- Examine Issues 128-- Choose IMC Tools 129-- Plan Research 131-- Advertising 131-- Using IMC Tools 131-- Sales Promotion 133-- Public Relations 135-- Direct Marketing 136-- Personal Selling 137-- Summary 138-- CHAPTER 10 Planning Performance Measurement and Implementation-- Control 139-- Preview 139-- Forecasting Sales and Costs 140-- Measuring Marketing Performance 140-- Budgeting to Plan and Track Expenses 143-- Scheduling Marketing Plan Programs 145-- Measuring What Matters: Metrics 146-- Controlling Marketing Plan Implementation 151-- Applying Control 153-- Preparing Contingency Plans 153-- Summary 154-- Appendix Sample Marketing Plan: Sonic Superphone 155-- Glossary 164-- Endnotes 168-- Credits 181-- Index 00--

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