The marketing plan handbook - Wood, Marian Burk. (Boston : Prentice Hall, 2011)
Marketing planning : new urgency, new possibilities -- Analyzing the current situation -- Understanding markets and customers -- Planning segmentation, targeting, and positioning -- Planning direction, objectives, and marketing support -- Developing product and brand strategy -- Developing pricing strategy -- Developing channel and logistics strategy -- Developing marketing communications and influence strategy -- Planning metrics and implementation control -- Appendix sample marketing plan : SonicSuperphone.
Includes bibliographical references and index.
Keywords: Marketing -- Management -- Handbooks, manuals, etc