000			016050000a22003130004500
001			16676687
005			20240619150830.0
008			110303t2012 nyua g 001 0 eng
010			_a 2011008996
020			_a9780071745574 (pbk)
020			_a0071745572 (pbk)
040			_aUIAM _beng
050	0	0	_aHF5415.13
100	1		_aHiebing, Roman G. _9511261
245	1	4	_aThe successful marketing plan : _bhow to create dynamic, results-oriented marketing / _cRoman G. Hiebing, Scott W. Cooper and Steve J. Wehrenberg
250			_a4th ed., fully rev. and expanded.
260			_aNew York : _bMcGraw-Hill, _cc2012
300			_axxxvi, 566 p. : _bill. ; _c28 cm.
336			_2rdacontent
337			_2rdamedia
338			_2rdacarrier
500			_aIncludes index.
505	0		_aBusiness 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.
650		0	_aMarketing _xPlanning _9103051
700	1		_aCooper, Scott W. _9471843
700	1		_aWehrenberg, Steve _9511262
907			_a.b10639639 _b13-08-23 _c01-12-22
998			_am _b13-08-23 _c- _d- _e- _feng _gnyu _h4
999			_c55268 _d55268