Wong, Ho Yin, <br/><br/>
Building a marketing plan :  a complete guide / 
Ho Yin Wong, Kylie Radel, Roshnee Ramsaran-Fowdar. 
 - 1st ed. 
 - 1 electronic text (xiv, 221 pages) :  digital file. 
 - Marketing strategy collection,  2150-9662 .
 - Marketing strategy collection, .
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<br/><br/>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. 
<br/><br/> Access restricted to authorized users and institutions. 
<br/><br/> 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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<br/><br/><br/>Mode of access: World Wide Web. <br/>System requirements: Adobe Acrobat reader. 
<br/><br/><label>ISBN: </label>9781606491607 
<br/><br/><label>Standard No.: </label>10.4128/9781606491607  doi 
<br/><br/><label>Publisher. No.: </label>2  BEP 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Planning.
<br/><br/><label>Subjects--Index Terms: </label>Marketing planning Marketing plan Implementation Boston Consulting Group Target marketing Segmentation Marketing research Positioning Consumer behavior Marketing objectives SMART objectives Four Ps Product life cycle Ansoff matrix Marketing implementation Control processes McKinsey Seven S framework Marketing strategy Branding New product development process Pricing approaches Situational analysis Competitive analysis Competitive advantage SWOT analysis PEST analysis Marketing metrics 
<br/><br/><label>Index Terms--Genre/Form: </label><br/>[genre]
<br/><br/><label>LC Class. No.: </label>HF5415.13