How to Prepare a Marketing Plan: A Guide to Reaching the Consumer Market

Copertina anteriore
Gower Publishing, Ltd., 1998 - 332 pagine
Marketing is today more a management style than a group of activities under a department head, and is absolutely central to the success of a company as a whole. This has informed the revisions to this fifth edition throughout. Most of the earlier content is retained in an updated form, but a new structure has been introduced and a section on implementation included for the first time. All aspects of the planning process are covered, from analysing market share and deciding marketing strategy, to specific elements of the marketing mix - campaign planning, media evaluation, sales promotion, publicity, packaging and PR. An especially valuable feature is the charts and forms, over 150 of them, which are used throughout to clearly illustrate the planning process.
 

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Indice

Introduction to Part One
3
Collecting marketing information
25
Segmenting the market and the customer audit
35
Analysing market shares
47
Appraising the competition
55
Introduction to Part Two
75
The product plan
97
Formulating the sales plan
139
The promotion plan
175
l0 The pricing plan
233
The distribution plan
247
Introduction to Part Three
287
conclusions
297
Using statistical methods
321
Index
327
Copyright

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