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Marketing planning : where strategy meets action /

by Sorger, Stephan .

Material type: materialTypeLabel

BookPublisher: Boston : Pearson, c2012Description: xxv, 323 p. : ill. ; 23 cm.ISBN: 9780132544702 (alk. paper); 0132544709 (alk. paper).Subject(s): Marketing -- Management

| Strategic planning

Contents:

The planning process -- Objectives -- Market overview -- Market segments -- Competitive landscape -- Strategy -- Products and services -- Pricing -- Distribution -- Promotion -- Finance -- Implementation -- Sample marketing plans.