The Successful Marketing Plan: A Disciplined and Comprehensive Approach - Couverture souple

Hiebing, Roman; Cooper, Scott

Couverture souple

ISBN 10 : 0071395210 ISBN 13 : 9780071395212

Editeur : McGraw-Hill Professional, 2003

Synopsis

This book presents 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; and 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.

A propos du livre

À propos des auteurs

Roman G. Hiebing, Jr., is Chief Executive Officer of the Hiebing Group, an advertising, marketing, and public relations agency that has over the years provided full-service capability to a diverse clientele from small entrepreneurial firms to Fortune 500 companies. These have included Kimberly-Clark, McDonalds Corporation, and Mercury Marine. Mr. Hiebing teaches advertising and marketing in the School of Business at the University of Wisconsin.

Scott W. Cooper is President of the Hiebing Group and has worked on accounts such as Coors, Famous Footwear, American Automobile Association (AAA), and Fort Howard Paper. Prior to his current position, Scott had experience in both the client and agency side of the business. He currently teaches marketing communications in the School of Business at the University of Wisconsin.

Détails de l'édition

• Éditeur: McGraw-Hill Professional
• Date d'édition: 2003
• Langue: anglais
• ISBN 10: 0071395210
• ISBN 13: 9780071395212
• Reliure: Broché
• Numéro d'édition: 3
• Nombre de pages: 576
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible