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Marketing Planning Guide, Second Edition

Marketing Planning Guide, Second Edition


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About the Book

This newly revised book presents systematic approaches to developing marketing plans for products, services, and other situations. Philosophically sound and practically oriented, Marketing Planning Guide, Second Edition examines principles and their applications to provide a complete understanding of the marketing planning process. All aspects of marketing planning, including situation analysis, objectives, strategy, control, and implementation are thoroughly treated. Worksheets at the end of each chapter guide you in creating your own plan--once all the worksheets are completed you will have roughed out a complete marketing plan. Marketing Planning Guide, Second Edition is a valuable resource for the practitioner of marketing who is involved in the planning process and the student who is interested in learning more about what the marketing plan should contain and how to prepare it. This book shows you how to: analyze the market, consumers, the competition, and opportunities develop strategy and marketing objectives make product, place, promotional, and price decisions realize the financial impact of marketing strategies implement, audit, and control your marketing plan Changes for this second edition include more tables, more (and newer) references, and updated case studies to open each chapter. The final chapter, “Marketing Plan Implementation,” is also all-new. The material in this book has been classroom-tested for both readability and comprehension, as well as usefulness in preparing a marketing plan as part of a course assignment. The accompanying instructor’s package to Marketing Planning Guide includes a helpful150-page instructor’s manual and over 175 slide transparencies. The manual provides a detailed sample course syllabus along with a test bank featuring a muliple-choice or true-false test for each chapter, along with an answer key. The transparencies are prepared to reinforce the key points of each chapter and includes many charts, figures, and lists. This helpful instructor’s pack will save you time and will help make your course effective and thorough.

Table of Contents:
Contents Part I: Introduction to Marketing Planning Chapter 1. The Importance of Marketing Planning Chapter 2. Organizational Considerations in Marketing Planning Chapter 3. Database Marketing Planning: Getting Needed Information Part II: Situation Analysis Chapter 4. Product/Market Analysis Chapter 5. Consumer Analysis Chapter 6. Competitive Analysis Chapter 7. Opportunity Analysis Part III: Objectives Chapter 8. Marketing Objectives Part IV: Strategy, Strategy Variables, and Financial Impact Chapter 9. Marketing Strategy Development Chapter 10. Product Decisions Chapter 11. Place Decisions Chapter 12. Promotion Decisions Chapter 13. Price Decisions Chapter 14. The Financial Impact of Marketing Strategies Part V: Controlling the Marketing Plan Chapter 15. Monitoring and Controlling the Marketing Plan Part VI: Planning Analysis Chapter 16. The Marketing Planning Audit Chapter 17. Marketing Plan Implementation Notes Index

About the Author :
Robert E. Stevens, David L. Loudon, Bruce Wrenn, William E. Warren


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Product Details
  • ISBN-13: 9781000525083
  • Publisher: Taylor & Francis Ltd
  • Publisher Imprint: CRC Press
  • Language: English
  • ISBN-10: 1000525082
  • Publisher Date: 18 Nov 2021
  • Binding: Digital (delivered electronically)


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