The successful marketing plan : how to create dynamic, results-oriented marketing /
Hiebing, Roman G.
The successful marketing plan : how to create dynamic, results-oriented marketing / Roman G. Hiebing, Scott W. Cooper and Steve J. Wehrenberg. - 4th edition, fully revised and expanded. - xxxvi, 566 pages : illustrations ; 28 cm
Includes index.
Business review insights -- What you'll need to know, 1 -- What you'll need to know, 2 -- Problems and opportunities -- Brand platform : plan objectives -- Scope -- Targets -- Positioning -- Sales objectives -- Marketing objectives -- Communication objectives -- Message strategy -- Umbrella strategies -- Tactical plans -- Product, naming, and packaging -- Pricing -- Distribution -- Personal selling -- Advertising -- Promotion -- Advertising media -- Interactive communications -- Merchandising -- Public relations -- Evaluation -- Budget, payback, and calendar -- Execution -- Plan evaluation.
9780071745574 (alk. paper) 0071745572 (alk. paper) 9780071748971 (ebook) 0071748970 (ebook)
2011008996
Marketing--Planning.
HF5415.13 / .H523 2012
658.802 / H.R.S
The successful marketing plan : how to create dynamic, results-oriented marketing / Roman G. Hiebing, Scott W. Cooper and Steve J. Wehrenberg. - 4th edition, fully revised and expanded. - xxxvi, 566 pages : illustrations ; 28 cm
Includes index.
Business review insights -- What you'll need to know, 1 -- What you'll need to know, 2 -- Problems and opportunities -- Brand platform : plan objectives -- Scope -- Targets -- Positioning -- Sales objectives -- Marketing objectives -- Communication objectives -- Message strategy -- Umbrella strategies -- Tactical plans -- Product, naming, and packaging -- Pricing -- Distribution -- Personal selling -- Advertising -- Promotion -- Advertising media -- Interactive communications -- Merchandising -- Public relations -- Evaluation -- Budget, payback, and calendar -- Execution -- Plan evaluation.
9780071745574 (alk. paper) 0071745572 (alk. paper) 9780071748971 (ebook) 0071748970 (ebook)
2011008996
Marketing--Planning.
HF5415.13 / .H523 2012
658.802 / H.R.S