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The Successful Marketing Plan: A Disciplined and Comprehensive Approach
Bok av Scott W. Cooper
Step-by-step, up-to-date, proven guidelines for creating a dynamic, results-focused marketing plan
through thirteen years and two previous editions, The Successful Marketing Plan has shown more than 40,000 business owners and marketing pros how to write marketing plans that define and fulfill the needs of their target markets. Now, in this substantially revised and expanded third edition, Roman Hiebing Jr. and Scott Cooper outline methods for developing objectives, strategies, and tactics to create a marketing plan that delivers the bottom line.
separating the plan into ten market-proven, manageable components, The Successful Marketing Plan explains how to
Find the data you need to develop your plan
Conduct a comprehensive situation analysis
Set realistic sales objectives
Position your products through a strong branding program
Condense your plan into a workable calendar of activities
Arrive at a realistic budget and payback schedule
Evaluate and test the plan's effectiveness
updated to reflect today's rapidly changing marketplace, it now includes completely new chapters on two of today's hot-button topics--internet media and brand positioning. a unique "idea starters" grid with more than 1,000 idea combinations designed to meet any challenge is included, along with new information, statistics, worksheets, and action items for every chapter.
all great marketing begins with a great marketing plan. let The Successful Marketing Plan guide you step-by-step through everything you need to know to create a comprehensive "real-world" marketing plan that will enable your company to thrive and grow in today's cost-conscious, winner-take-all competitive arena.