The successful marketing plan : how to create dynamic, results-oriented marketing / Roman G. Hiebing, Scott W. Cooper and Steve J. Wehrenberg

By:

Hiebing, Roman G

Contributor(s):

Publication details: New York : McGraw-Hill, c2012Edition: 4th ed., fully rev. and expandedDescription: xxxvi, 566 p. : ill. ; 28 cmContent type:

Media type:

Carrier type:

ISBN:

9780071745574 (pbk)
0071745572 (pbk)

Subject(s):

Marketing -- Planning

LOC classification:

HF5415.13

Contents:

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.

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