Building a marketing plan : a complete guide / Ho Yin Wong, Kylie Radel, Roshnee Ramsaran-Fowdar.

List of illustrations -- Foreword -- Acknowledgments -- 1. Introduction to marketing planning -- 2. The situation analysis -- 3. Analyzing the target market, part 1, marketing research -- 4. Analyzing the target market, part 2, consumer behavior and the target marketing process (segmentation, targeting, and positioning) -- 5. Marketing objectives and strategy formulation -- 6. Planning for products and brands -- 7. Planning for pricing -- 8. Planning for integrated marketing communications -- 9. Planning for distribution channels and market logistics -- 10. Marketing implementation and control -- Appendix: Pindari Boomerang Factory marketing plan example -- Notes -- References -- Index.

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In any journey, if you don't know where you are going, how will you know when you get there? Equally, if you don't have a focus and direction for your organization, which is underpinned by realistic, actionable, measurable, marketing objectives and a good idea of how to achieve those objectives, then how can you grow your business and achieve long- term profitability? This book aims to provide a comprehensive, holistic, and practical framework for the essential business process of marketing planning. It is targeted toward students of marketing and business practitioners-- marketers and nonmarketers alike-- and draws together elements of theoretical concepts, strategic thinking processes, latest research findings, and marketing applications in a straightforward, logical manner.

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