The Successful Marketing Plan

2. Revised Auflage 1997
ISBN: 978-0-8442-3203-4
Verlag: McGraw-Hill Education - Europe

Buch, Englisch, 544 Seiten, Format (B × H): 212 mm x 280 mm, Gewicht: 1220 g

Use this time-tested method to teach students how to develop an effective marketing plan. A disciplined, integrated, and interlocking approach to marketing planning is presented in 10, easy-to-follow steps. Practical worksheets help students define the important issues, determine answers to key questions, and make informed decisions. Students will learn the same planning process that has achieved real results for real companies, from Fortune 500 to entrepreneurial start-ups. - Presents a practical and proven approach to creating a successful, target-market-driven plan. - Focuses on the key element of any marketing program: planning and preparation. - Features a series of worksheets to help students organize and complete their marketing plans. - Shows students how each element of the marketing plan is quantifiably integrated in order to meet sales objectives. A unique "Idea Starters" grid offers over 1,000 different idea combinations to solve a variety of marketing challenges. This actionable resource will spark business-building ideas while students are developing a marketing plan.The Successful Marketing Plan takes what can seem an overwhelmingly complex process and breaks the task into manageable parts, providing a clear and efficient road map to completing a winning marketing plan.

Autoren/Hrsg.

Hiebing, Roman G.

Hiebing, Roman

Cooper, Scott W.

Cooper, Scott

Inhaltsverzeichnis

Part I: Marketing Background 1. The Business Review 2. How to Prepare a Business Review 3. Problems and Opportunities Part II: Marketing Plan 4. Sales Objectives 5. Target Markets and Marketing Objectives 6. Positioning 7. Marketing Strategies 8. Communication Goals 9. Product/Branding/Packaging 10. Pricing 11. Distribution 12. Personal Selling/Service 13. Promotion/Events 14. Advertising Message 15. Advertising Media 16. Merchandising 17. Publicity 18. Marketing Budget, Payback Analysis, and Marketing Calendar Part III: Execution 19. Plan Execution Part IV: Evaluation 20. Plan Evaluation 21. Marketing Research and Testing ( R&T)

Über Autor(innen)

Cooper, Scott
Scott W. Cooper is President of the Hiebing Group and has worked on accounts such as Coors, Famous Footwear, American Automobile Association (AAA), and Fort Howard Paper. Prior to his current position, Scott had experience in both the client and agency side of the business. He currently teaches marketing communications in the School of Business at the University of Wisconsin.

Hiebing, Roman
Roman G. Hiebing, Jr., is Chief Executive Officer of the Hiebing Group, an advertising, marketing, and public relations agency that has over the years provided full-service capability to a diverse clientele from small entrepreneurial firms to Fortune 500 companies. These have included Kimberly-Clark, McDonalds Corporation, and Mercury Marine. Mr. Hiebing teaches advertising and marketing in the School of Business at the University of Wisconsin.