The successful marketing plan : how to create dynamic, results-oriented marketing / Roman G. Hiebing, Scott W. Cooper and Steve J. Wehrenberg.
Material type:
TextPublication details: New York : McGraw-Hill, c2012.Edition: 4th ed., fully rev. and expandedDescription: xxxvi, 566 p. : ill. ; 28 cmISBN: - 9780071745574 (alk. paper)
- 0071745572 (alk. paper)
- 9780071748971 (ebook)
- 0071748970 (ebook)
- 658.8/02 22
- HF 5415.13 .H523 2012
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| HF 5415.13 .H356 2002 Marketing : | HF 5415.13 .H523 2012 The successful marketing plan : | HF 5415.13 .H523 2013 The successful marketing plan : | HF 5415.13 .H523 2013 The successful marketing plan : | HF 5415.13.I 35 2004 Marketing frontiers-concepts and tools | HF 5415.13 J35 2009 C1 Marketing planning & strategy : | HF 5415.13.K4 1970 Essetials of marketing management |
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.