| Record Type: |
Electronic resources
: monographic
|
| Title Information: |
a complete guide |
| Author: |
WongHo Yin, |
| Secondary Intellectual Responsibility: |
RadelKylie, |
| Secondary Intellectual Responsibility: |
Ramsaran-FowdarRooma R, |
| Place of Publication: |
New York, N.Y. |
| Published: |
Business Expert Press; |
| Year of Publication: |
2011 |
| Edition: |
1st ed. |
| Description: |
1 online resource (xiv, 221 p.) |
| Series: |
Marketing strategy collection |
| Subject: |
Marketing - Management - |
| Subject: |
Marketing - Planning - |
| Online resource: |
http://portal.igpublish.com/iglibrary/search/BEPB0000113.htmlBusiness Expert Press electronic resource |
| Summary: |
"This book aims to provide a comprehensive, holistic, and practical framework for the essential business process of marketing planning. It is targeted toward students of marketing and business practitioners-- marketers and nonmarketers alike-- and draws together elements of theoretical concepts, strategic thinking processes, latest research findings, and marketing applications in a straightforward, logical manner"--Abstract |
| ISBN: |
9781606491607ebook |
| ISBN: |
9781606491591pbk. |
| ISBN: |
1606491601ebook |
| ISBN: |
1606491598pbk. |
| Content Note: |
Introduction to marketing planning The situation analysis Analyzing the target market, part 1, marketing research Analyzing the target market, part 2, consumer behavior and the target marketing process (segmentation, targeting, and positioning) Marketing objectives and strategy formulation Planning for products and brands Planning for pricing Planning for integrated marketing communications Planning for distribution channels and market logistics Marketing implementation and control Appendix: Pindari Boomerang Factory marketing plan example |