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The marketing plan / William A. Cohen.

By: Material type: TextTextPublication details: New York ; Chichester : Wiley, 2005.Edition: 5th edDescription: 368 pISBN:
  • 9780471755296 (pbk.) :
  • 047175529X (pbk.) :
Subject(s): DDC classification:
  • 658.8 COH
LOC classification:
  • HF5415.13
Incomplete contents:
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.
Summary: 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.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.8 COH (Browse shelf(Opens below)) 1 In transit from Selfcheck to TUS: Midlands, Main Library since 12/11/2019 00214826

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.

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