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

Hiebing, Roman; Cooper, Scott

Couverture souple

ISBN 10 : 0844232033 ISBN 13 : 9780844232034

Editeur : McGraw-Hill Contemporary, 1997

Synopsis

Use this time-tested method to teach students how to develop an effective marketing plan. A disciplined, integrated, and interlocking approach to marketing planning is presented in 10, easy-to-follow steps. Practical worksheets help students define the important issues, determine answers to key questions, and make informed decisions. Students will learn the same planning process that has achieved real results for real companies, from Fortune 500 to entrepreneurial start-ups.

• Presents a practical and proven approach to creating a successful, target-market-driven plan.
• Focuses on the key element of any marketing program: planning and preparation.
• Features a series of worksheets to help students organize and complete their marketing plans.
• Shows students how each element of the marketing plan is quantifiably integrated in order to meet sales objectives.

A unique "Idea Starters" grid offers over 1,000 different idea combinations to solve a variety of marketing challenges. This actionable resource will spark business-building ideas while students are developing a marketing plan.

The Successful Marketing Plan takes what can seem an overwhelmingly complex process and breaks the task into manageable parts, providing a clear and efficient road map to completing a winning marketing plan.

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 Contemporary
• Date d'édition: 1997
• Langue: anglais
• ISBN 10: 0844232033
• ISBN 13: 9780844232034
• Reliure: Broché
• Numéro d'édition: 2
• Nombre de pages: 544
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible