Hiebing, Roman G. <br/><br/>
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. 
<br/><br/> Includes index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>9780071745574 (pbk) 0071745572 (pbk) 
<br/><br/><label>LCCN: </label>2011008996 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Planning
<br/><br/><label>LC Class. No.: </label>HF5415.13