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The successful marketing plan : how to create dynamic, results-oriented marketing / Roman G. Hiebing, Scott W. Cooper and Steve J. Wehrenberg.

By: Contributor(s): Material type: TextTextPublisher: New York : McGraw-Hill, [2012]Edition: 4th edition, fully revised and expandedDescription: xxxvi, 566 pages : illustrations ; 28 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9780071745574 (alk. paper)
  • 0071745572 (alk. paper)
  • 9780071748971 (ebook)
  • 0071748970 (ebook)
Subject(s): DDC classification:
  • 658.802 22 H.R.S
LOC classification:
  • HF5415.13 .H523 2012
Contents:
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.
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Holdings
Item type Current library Collection Call number Status Date due Barcode
Books Books Main library B7 Commerce and business administration ( Marketing ) 658.802 H.R.S (Browse shelf(Opens below)) Available 00010591

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.

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