The successful marketing plan : how to create dynamic, results oriented marketing

The successful marketing plan how to create dynamic, results oriented marketing

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 -- Umbrell...

Ausführliche Beschreibung

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Bibliographische Detailangaben
1. Verfasser: Hiebing, Roman G. (VerfasserIn)
Weitere Verfasser: Cooper, Scott W. (VerfasserIn), Wehrenberg, Steven J. (VerfasserIn)
Format: UnknownFormat
Sprache:eng
Veröffentlicht: New York u.a. McGraw-Hill 2012
Ausgabe:Fully rev. and expanded 4. ed
Schlagworte:
Marketingmanagement > USA > Marketing > Planning > Marketingkonzept
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Beschreibung
Zusammenfassung: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 -- Media -- Interactive -- Merchandising -- Public relations -- Evaluation -- Budget, payback, and calendar -- Execution -- Plan evaluation.
Beschreibung:XXXVI, 566 S
graph. Darst.
ISBN:0071745572
0-07-174557-2
9780071745574
978-0-07-174557-4