Titre :
|
The marketing plan handbook
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Auteurs :
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Marian Burk Wood
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Type de document :
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texte imprimé
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Mention d'édition :
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4th ed., International ed.
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Editeur :
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Boston, Mass. : Pearson, 2011
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ISBN/ISSN/EAN :
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978-0-13-705350-6
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Format :
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1 vol. (xiv-210 p.) / Couv. ill. en coul.; / 24 cm.
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Note générale :
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Previous ed.: 2008. CD-ROM in accompaning package. Glossary p. 200. Credits p. 203. Index p. 205
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Langues:
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Anglais
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Index. décimale :
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658.802 (Sujets généraux de la gestion du marketing (analyse des systèmes, communication en marketing, contrôle,
information, marketing écologique, organisation, planification, prise de décision, segmentation du marché,
systèmes))
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Mots-clés:
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Marketing
;
communication
;
customers
;
resources
;
budgeting
;
strategy
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Résumé :
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Previous ed.: 2008. CD-ROM in accompaning package.
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Note de contenu :
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1. Marketing Planning: New Urgency, News Possibilities. 2. Analyzing the Current Situation. 3. Understanding Markets and Customers. 4. Planning segmentation, Targeting, and Positioning. 5. Planning Direction, Objectives, and Marketing Support. 6. Developing Product and Brand Strategy. 7. Developing Pricing Strategy. 8. Developing Channel and Logistics Strategy. 9. Developing Marketing Communication and Influence Strategy. 10. Planning Metrics and Implementation Control. Appedix Sample Marketing Plan: SonicSuperphone.
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