The Marketing Plan
The Marketing Plan, 5th Edition gives students the knowledge, tools, and techniques they need to develop marketing plans like the pros. Throughout the text, step-by-step procedures guide students through each phase in creating marketing plans??from scanning the environment and establishing goals and...
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| Main Author: | |
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| Format: | Book |
| Language: | English |
| Published: |
Hoboken, N.J
Wiley
2006
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| Edition: | Fifth Edition |
| Subjects: | |
| Online Access: | Click Here to View Status and Holdings. |
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Add Tag | Summary: | The Marketing Plan, 5th Edition gives students the knowledge, tools, and techniques they need to develop marketing plans like the pros. Throughout the text, step-by-step procedures guide students through each phase in creating marketing plans??from scanning the environment and establishing goals and objectives, to developing marketing strategies and tactics, to presenting and implementing the plan, and everything in between. This text is not just a how-to book; it also explains the importance of a well-formulated marketing plan and encourages student participation through activities. Moreover, it contains seven actual student marketing plans which can be used as models. This text can be used as a supplement to another text, or as a stand-alone in a Principles of Marketing, Marketing Management, Strategic Marketing, Entrepreneurship, or Internet Marketing course. |
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| Physical Description: | xviii, 350 pages illustrations 28 cm |
| Bibliography: | Includes bibliographical references (p. 345-346) and index |
| ISBN: | 9780471755296 047175529X |
The marketing plan