The Marketing Plan : How to Prepare and Implement It.

Intro -- Contents -- Acknowledgments -- Introduction -- Chapter 1: The Planning Process -- Chapter 2: Marketing Management -- Chapter 3: Market Analysis -- Chapter 4: Customer Analysis -- Chapter 5: Brand Development -- Chapter 6: The Product/Service Plan -- Chapter 7: Calculating Your Marketing Communications Budget -- Chapter 8: Competitive Analysis -- Chapter 9: The Advertising Plan -- Chapter 10: The Sales Promotion Plan -- Chapter 11: The Public Relations Plan -- Chapter 12: The Sales Plan: Pricing -- Chapter 13: The Sales Plan: Future Sales -- Chapter 14: The Customer Service Plan -- Chapter 15: Maximizing High-Potential Accounts -- Chapter 16: The Internet Plan -- Chapter 17: The Research Plan -- Chapter 18: Pulling the Plan Together -- Appendix AMarketing Plan Basics -- Appendix B: Everything You Need to Know About Working with an Advertising Agency -- Index -- A -- B -- C -- D -- E -- F -- G -- H -- I -- J -- K -- L -- M -- N -- O -- P -- Q -- R -- S -- T -- U -- V -- W -- Y -- Z.

Search-engine optimization, social networking, and pay-per-click have revolutionized the marketing game. Learn how to navigate this new landscape and generate a winning plan to market your business.

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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2024. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.