TY  - BOOK
AU  - Burk Wood, Marian
TI  - The marketing plan handbook
SN  - 9780132237550
PY  - 2008///
CY  - 
PB  - Pearson Prentice Hall
KW  - HF COMMERCE
KW  - Marketing
KW  - Management
KW  - Handbooks, manuals, etc
KW  -  manuals
N1  - 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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