The successful marketing plan : how to create dynamic, results-oriented marketing - Hiebing, Roman G.; Cooper, Scott W.; Wehrenberg, Steve (New York : McGraw-Hill, 2012)
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.
Includes index.
Keywords: Marketing -- Planning