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Building a marketing plan : a complete guide /

by Wong, Ho Yin; Radel, Kylie; Ramsaran-Fowdar, Rooma R.
Material type: materialTypeLabelBookSeries: Marketing strategy collection: Publisher: New York, N.Y. : Business Expert Press, 2011Edition: 1st ed.Description: xiv, 221 p. : ill. ; 23 cm.ISBN: 9781606491591 (pbk.).Subject(s): Marketing -- Planning | Marketing -- Management
Contents:
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.
Item type Location Call number Status Date due Barcode Item holds
Book Book
Lee Yan Fong Library

Lee Yan Fong Library

Library Collection 		HF5415.13 W655 2011 (Browse shelf) Available 00000872
Total holds: 0

Includes bibliographical references (p. [207]-212) and index.

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.

Hong Kong Nang Yan College of Higher Education
Lee Yan Fong Library
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