000			05797nam a2200349Ia 4500
001			130
008			230305s2008 xx 000 0 und d
020			_a9780132237550
043			_aen_UK
041			_aeng
245		4	_aThe marketing plan handbook
250			_a3ª ed.
260			_a _bPearson Prentice Hall, _c2008
300			_aviii + 190 p. + 25 cm
505			_aCHAPTER 1 Introduction to Marketing Planning 1 _rPreview 1-- _rOverview of Marketing Planning 2-- _rMarketing Planning Defined 3-- _rContents of a Marketing Plan 5-- _rDeveloping a Marketing Plan 7-- _rResearch and Analyze the Current Situation 7-- _rUnderstand Markets and Customers 8-- _rPlan Segmentation, Targeting, and Positioning 8-- _rPlan Direction, Objectives, and Marketing Support-- _rDevelop Marketing Strategies and Programs 10-- _rTrack Progress and Control Implementation 11-- _rPreparing for Marketing Planning 12-- _rPrimary Marketing Tools 12-- _rSupporting the Marketing Mix 15-- _rGuiding Principles 16-- _rSummary 20-- _rCHAPTER 2 Analyzing the Current Situation 21-- _rPreview 21-- _rEnvironmental Scanning and Analysis 22-- _rMission 25-- _rResources 25-- _rAnalyzing the Internal Environment 25-- _rOfferings 26-- _rPrevious Results 26-- _rBusiness Relationships 27-- _rKeys to Success, and Warning Signs 27-- _rAnalyzing the External Environment 27-- _rDemographic Trends 28-- _rEconomic Trends 29-- _rEcological Trends 31-- _rTechnological Trends 31-- _rPolitical-Legal Trends 32-- _rSocial-Cultural Trends 33-- _rCompetitor Analysis 33-- _rSWOT Analysis 34-- _rSummary 35-- _rCHAPTER 3 Understanding Markets and Customers 37-- _rPreview 37-- _rAnalyzing Markets 38-- _rBroad Definition of Market and Needs 39-- _rMarkets as Moving Targets 41-- _rMarket Share as a Vital Sign 42-- _rAnalyzing Customer Needs and Behavior 43-- _rConsumer Markets 44-- _rBusiness Markets 48-- _rPlanning Marketing Research 49-- _rSecondary Research 50-- _rPrimary Research 50-- _rUsing Marketing Research 51-- _rSummary 52-- _rCHAPTER 4 Planning Segmentation, Targeting, and Positioning 53-- _rPreview 53-- _rSegmenting Consumer and Business Markets 54-- _rSelect the Market 55-- _rApply Segmentation Variables to Consumer Markets 57-- _rApply Segmentation Variables to Business Markets 60-- _rAssess and Select Segments for Targeting 61-- _rTargeting and Coverage Strategies 63-- _rConcentrated, Undifferentiated, and Differentiated Marketing 64-- _rPersonas for Targeted Segments 65-- _rPositioning for Competitive Advantage 65-- _rMeaningful Differentiation 66-- _rPositioning and Marketing Leverage 66-- _rSummary 67-- _rCHAPTER 5 Planning Direction, Objectives, and Marketing-- _rSupport 68-- _rPreview 68-- _rDetermining Marketing Plan Direction 68-- _rGrowth Strategies 69-- _rNongrowth Strategies 70-- _rSetting Marketing Plan Objectives 71-- _rMarketing Objectives 72-- _rFinancial Objectives 74-- _rSocietal Objectives 74-- _rCustomer Service 76-- _rPlanning Marketing Support 76-- _rInternal Marketing 77-- _rShaping the Marketing Mix 79-- _rSummary 79-- _rCHAPTER 6 Developing Product and Brand Strategy 80-- _rPreview 80-- _rPlanning Product Strategy 81-- _rGoods, Services, and Other Products 82-- _rFeatures, Benefits, and Services 83-- _rQuality and Design 85-- _rPackaging and Labeling 85-- _rProduct Development and Management 86-- _rPlanning Branding 91-- _rBranding and Positioning 92-- _rThe Power of Brand Equity 92-- _rSummary 94-- _rCHAPTER 7 Developing Pricing Strategy 95-- _rPreview 95-- _rUnderstanding Value and Pricing 96-- _rCustomer Perceptions and Demand 97-- _rValue-Based Pricing 99-- _rPricing Objectives 100-- _rPlanning Pricing Decisions 100-- _rExternal Pricing Influences 101-- _rInternal Pricing Influences 104-- _rAdapting Prices 108-- _rSummary 110-- _rCHAPTER 8 Developing Channel and Logistics Strategy 111-- _rPreview 111-- _rPlanning for the Value Chain 112-- _rFlows in the Value Chain 113-- _rAdding Value through the Chain 114-- _rServices and the Value Chain 114-- _rChannel Functions 115-- _rPlanning Channel Strategy 115-- _rChannel Levels 116-- _rReverse Channels 117-- _rChannel Members 117-- _rInfluences on Channel Strategy 118-- _rPlanning for Logistics 120-- _rLogistical Functions 121-- _rInfluences on Logistics Decisions 122-- _rSummary 123-- _rCHAPTER 9 Developing Integrated Marketing Communication-- _rStrategy 124-- _rPreview 124-- _rPlanning for Integrated Marketing Communication 124-- _rChoose the Target Audience 126-- _rSet Objectives and Budget 127-- _rExamine Issues 128-- _rChoose IMC Tools 129-- _rPlan Research 131-- _rAdvertising 131-- _rUsing IMC Tools 131-- _rSales Promotion 133-- _rPublic Relations 135-- _rDirect Marketing 136-- _rPersonal Selling 137-- _rSummary 138-- _rCHAPTER 10 Planning Performance Measurement and Implementation-- _rControl 139-- _rPreview 139-- _rForecasting Sales and Costs 140-- _rMeasuring Marketing Performance 140-- _rBudgeting to Plan and Track Expenses 143-- _rScheduling Marketing Plan Programs 145-- _rMeasuring What Matters: Metrics 146-- _rControlling Marketing Plan Implementation 151-- _rApplying Control 153-- _rPreparing Contingency Plans 153-- _rSummary 154-- _rAppendix Sample Marketing Plan: Sonic Superphone 155-- _rGlossary 164-- _rEndnotes 168-- _rCredits 181-- _rIndex 00--
590			_acd con el software Marketing Plan Pro
590			_bIncludes bibliographical references (p. 168-180) and index. ;
630			_aHF COMMERCE _914
650		0	_aMarketing _xManagement _xHandbooks, manuals, etc. _9869
650			_a manuals _9187
650			_a
650			_a _912
700			_aBurk Wood, Marian _eAuthor _9870
856			_uhttp://www.pearsonhighered.com/educator/academic/product/0,,0135136288-IS,00%2ben-USS_01DBC.html
902			_a360
905			_am
911			_ahttps://biblioteca.tbs-education.es/portadas/9780132237550.jpg
912			_a2008-01-01
942			_a1
953			_d2010-01-25 16:54:13
999			_c128 _d128