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The marketing plan /

Cohen, William A., 1937-

The marketing plan / William A. Cohen. - 5th ed. - New York ; Chichester : Wiley, 2005. - 368 p.

Previous ed.: 2004.

Includes bibliographical references and index.

Chapter 1. Planning the Development of a Marketing Plan. Chapter 2. Scanning Your Environment. Chapter 3. Establishing Goals and Objectives. Chapter 4. Developing Marketing Strategy. Chapter 5. Developing Marketing Tactics. Chapter 6. Forecasting for Your Marketing Plan. Chapter 7. Calculating Important Financial Ratios for Your Marketing Plan. Chapter 8. Presenting the Marketing Plan. Chapter 9. Implementation. Appendix A: Sample Marketing Plans. Appendix B: Sources of Secondary Research. Appendix C: Examples of Simple Marketing Research and a Marketing Research Checklist. Appendix D: How to Lead a Tam. Appendix E: The Concept and Application of Marketing Strategy.Appendix. Appendix F: Useful Worksheets for Market Planning.

This edition provides readers with the knowledge to be able to develop outstanding professional marketing plans and also explains marketing planning, presenting step-by-step procedures to create and implement a professional plan. All material is reinforced with lively case studies.

9780471755296 (pbk.) : £32.95 047175529X (pbk.) : Đ32.95


Marketing--Planning
Marketing--Management
Business and Management.
Business strategy
Sales & marketing

HF5415.13

658.8 COH

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