Cover image for Building a marketing plan : a complete guide
Title:
Building a marketing plan : a complete guide
Author:
Wong, Ho Yin.
Personal Author:
Edition:
First edition.
Publication Information:
New York, N.Y. : Business Expert Press, [2011]

©2011
Physical Description:
xiv, 221 pages : illustrations ; 23 cm.
Summary:
"This book aims to provide a comprehensive, holistic, and practical framework for the essential business process of marketing planning. It is targeted toward students of marketing and business practitioners-- marketers and nonmarketers alike-- and draws together elements of theoretical concepts, strategic thinking processes, latest research findings, and marketing applications in a straightforward, logical manner"--Abstract.
Language:
English
Contents:
Introduction to marketing planning -- The situation analysis -- Analyzing the target market, part 1, marketing research -- Analyzing the target market, part 2, consumer behavior and the target marketing process (segmentation, targeting, and positioning) -- Marketing objectives and strategy formulation -- Planning for products and brands -- Planning for pricing -- Planning for integrated marketing communications -- Planning for distribution channels and market logistics -- Marketing implementation and control -- Appendix: Pindari Boomerang Factory marketing plan example.
ISBN:
9781606491591
Format :
Book