Cohen, William A., 1937-
The marketing plan / William A. Cohen. - 5th ed. - Hoboken, NJ : J. Wiley, c2006. - xviii, 350 p. : ill. ; 28 cm.
Includes bibliographical references (p. 345-346) and index.
Chapter 1: Step 1: Planning the development of a marketing plan - Chapter 2: Step 2: Scanning your environment - Chapter 3: Step 3: Establishing goals and objectives - Chapter 4: Step 4: Developing marketing strategy - Chapter 5: Step 5: Developing marketing tactics - Chapter 6: Step 6: Forecasting for your marketing plan - Chapter 7: Step 7: Calculating improtant financial rations for your marketing plan - Chapter 8: Step 8: Presenting the marketing plan - Chapter 9: Step 9: Implementation - Appendix : Sample marketing plans - Appendix b: Sources of secondary research - Appendix C: Examples fo simple research and a marketing research checklist - Appendix D: How to lead a team - Appendix E: The concept and application of marketing strategy - Appendix F : Useful worksheets for marketing planning - Appendix G : Useful web sites that can help you develop A amrketing plan - Index.
047175529X (pbk.) 9780471755296
Marketing--Management.
658.802 / COH
The marketing plan / William A. Cohen. - 5th ed. - Hoboken, NJ : J. Wiley, c2006. - xviii, 350 p. : ill. ; 28 cm.
Includes bibliographical references (p. 345-346) and index.
Chapter 1: Step 1: Planning the development of a marketing plan - Chapter 2: Step 2: Scanning your environment - Chapter 3: Step 3: Establishing goals and objectives - Chapter 4: Step 4: Developing marketing strategy - Chapter 5: Step 5: Developing marketing tactics - Chapter 6: Step 6: Forecasting for your marketing plan - Chapter 7: Step 7: Calculating improtant financial rations for your marketing plan - Chapter 8: Step 8: Presenting the marketing plan - Chapter 9: Step 9: Implementation - Appendix : Sample marketing plans - Appendix b: Sources of secondary research - Appendix C: Examples fo simple research and a marketing research checklist - Appendix D: How to lead a team - Appendix E: The concept and application of marketing strategy - Appendix F : Useful worksheets for marketing planning - Appendix G : Useful web sites that can help you develop A amrketing plan - Index.
047175529X (pbk.) 9780471755296
Marketing--Management.
658.802 / COH