The Marketing Plan

William A. Cohen

350 pages, parution le 16/02/2006 (5^eme édition)

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Résumé

Create winning marketing plans like the pros!

Whether you're starting a new business or launching a new product line within a company, you won't be able to succeed without a clear plan that defines your goals and how you will achieve them.

Now, best-selling author William Cohen equips you with the knowledge, tools, and techniques you'll need to develop marketing plans like the pros. The Marketing Plan, 5th Edition presents step-by-step procedures--from scanning your environment and establishing goals and objectives, to developing marketing strategies and tactics, to presenting and implementing your plan, and everything in between. When you complete the book, you will not only know what to do, but also how and why.

With this practical guide, you get:

Step-by-step instructions: This easy-to-follow, logical approach keeps you clearly focused on what you need to do to develop a successful marketing plan.
Time-saving forms: These worksheets, including 20 new to this edition, help you with different marketing planning tasks, such as profiling target markets and establishing an advertising and publicity budget.
Actual marketing plans from readers who have used the book: This new Fifth Edition features three new sample marketing plans. These plans show how readers have adapted the basic ideas in this book and translated them into successful marketing plans.

L'auteur - William A. Cohen

William A. Cohen (Pasadena, CA) is an authority on leadership and strategy formulation and deployment. He gives speeches and seminars for the Industrial College of the Armed Forces, the Air War College, the FBI Academy, all four armed services, and corporations from Boeing to The Cheesecake Factory. He is the author of The New Art of the Leader, The Wisdom of the Generals, and How to Make it Big as a Consultant.

Sommaire

Planning the Development of a Marketing Plan
Scanning Your Environment
Establishing Goals and Objectives
Developing Marketing Strategy
Developing Marketing Tactics
Forecasting for Your Marketing Plan
Calculating Important Financial Ratios for Your Marketing Plan
Presenting the Marketing Plan
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 StrategyAppendix
Appendix F: Useful Worksheets for Market Planning
Appendix G: Useful Web Site that can Help You Develop a Marketing Plan

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	William A. Cohen
Parution	16/02/2006
Édition	5^eme édition
Nb. de pages	350
Format	21,5 x 28
Couverture	Broché
Poids	760g
Intérieur	Noir et Blanc
EAN13	9780471755296
ISBN13	978-0-471-75529-6