| Description |
[xv], 221 pages : illustrations ; 23 cm |
| Series |
Marketing strategy collection, 2150-9654 |
|
Marketing strategy collection. 2150-9654
|
| Contents |
ch. 1. Introduction to marketing planning -- ch. 2. The situation analysis -- ch. 3. Analyzing the target market, pt. 1: Marketing research -- ch. 4. Analyzing the target market, pt. 2: Consumer behavior and the target marketing process (segmentation, targeting, and positioning) -- ch. 5. Marketing objectives and strategy formulation -- ch. 6. Planning for products and brands -- ch. 7. Planning for pricing -- ch. 8. Planning for integrated marketing communications -- ch. 9. Planning for distribution channels and market logistics -- ch. 10. Marketing implementation and control -- Appendix: Pindari Boomerang Factory marketing plan example |
| Summary |
"This book aims to provide a comprehensive, holistic, and practical framework for the essential business process of marketing planning. It is targeted toward students of marketing and business practitioners-- marketers and nonmarketers alike-- and draws together elements of theoretical concepts, strategic thinking processes, latest research findings, and marketing applications in a straightforward, logical manner"--Abstract |
| Bibliography |
Includes bibliographical references (pages [207]-212) and index |
| Subject |
Marketing -- Management.
|
|
Marketing -- Planning.
|
| Author |
Radel, Kylie.
|
|
Ramsaran-Fowdar, Rooma R.
|
| ISBN |
1606491067 (ebk.) |
|
1606491598 (paperback) |
|
9781606491065 (ebk.) |
|
9781606491591 (paperback) |
|
9781606491607 |
|
(ebk.) |
|
