The successful marketing plan : how to create dynamic, results-oriented marketing /
Hiebing, Roman G.
The successful marketing plan : how to create dynamic, results-oriented marketing / Roman G. Hiebing, Scott W. Cooper and Steve J. Wehrenberg - 4th ed., fully rev. and expanded. - New York : McGraw-Hill, c2012 - xxxvi, 566 p. : ill. ; 28 cm.
Includes index.
Business review insights -- What you'll need to know, 1 -- What you'll need to know, 2 -- Problems and opportunities -- Brand platform : plan objectives -- Scope -- Targets -- Positioning -- Sales objectives -- Marketing objectives -- Communication objectives -- Message strategy -- Umbrella strategies -- Tactical plans -- Product, naming, and packaging -- Pricing -- Distribution -- Personal selling -- Advertising -- Promotion -- Advertising media -- Interactive communications -- Merchandising -- Public relations -- Evaluation -- Budget, payback, and calendar -- Execution -- Plan evaluation.
9780071745574 (pbk) 0071745572 (pbk)
2011008996
Marketing--Planning
HF5415.13
The successful marketing plan : how to create dynamic, results-oriented marketing / Roman G. Hiebing, Scott W. Cooper and Steve J. Wehrenberg - 4th ed., fully rev. and expanded. - New York : McGraw-Hill, c2012 - xxxvi, 566 p. : ill. ; 28 cm.
Includes index.
Business review insights -- What you'll need to know, 1 -- What you'll need to know, 2 -- Problems and opportunities -- Brand platform : plan objectives -- Scope -- Targets -- Positioning -- Sales objectives -- Marketing objectives -- Communication objectives -- Message strategy -- Umbrella strategies -- Tactical plans -- Product, naming, and packaging -- Pricing -- Distribution -- Personal selling -- Advertising -- Promotion -- Advertising media -- Interactive communications -- Merchandising -- Public relations -- Evaluation -- Budget, payback, and calendar -- Execution -- Plan evaluation.
9780071745574 (pbk) 0071745572 (pbk)
2011008996
Marketing--Planning
HF5415.13