TY  - BOOK
AU  - Hiebing,Roman G.
AU  - Cooper,Scott W.
AU  - Wehrenberg,Steve
TI  - The successful marketing plan: how to create dynamic, results-oriented marketing 
SN  - 9780071745574 (pbk)
AV  - HF5415.13 H633S 2012 
PY  - 2012///
CY  - New York
PB  - McGraw-Hill
KW  - Marketing
KW  - Planning
N1  - 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
ER  -