The marketing plan handbook / Alexander Chernev.

Incluye apéndices (91-147)

Incluye información biográfica del autor.

Incluye notas (148)

Part I. The Marketing Plan ; Chapter 1. The Marketing Plan as a Business Document ; Chapter 2. The Framework for Marketing Planning ; Chapter 3. Developing the Marketing Plan ; Chapter 4. Updating the Marketing Plan ; Part II: Sample Marketing Plans ; Chapter 5. Sample Marketing Plan: Align Technology A ; Chapter 6. Sample Marketing Plan: Align Technology B ; Chapter 7. Sample Marketing Plan: DeWalt Industrial Tool Company ; Part III: Marketing Plan Toolbox ; Appendix A. Developing a Market Value Map ; Appendix B. Writing a Positioning Statement ; Appendix C. Writing a Brand Management Plan ; Appendix D. Writing a Communication Plan ; Appendix E. Creating Meaningful Exhibits ; Appendix F. Performance Metrics and Analyses ; Appendix G. Relevant Marketing Frameworks ; Appendix H. Essential Marketing Concepts.

The Marketing Plan Handbook (6th Edition) presents a streamlined approach to writing succinct and meaningful marketing plans. By offering a comprehensive, step-by-step method for crafting a strategically viable marketing plan, this book provides the relevant information in a concise and straight-to-the-point manner. It outlines the basic principles of writing a marketing plan and presents an overarching framework that encompasses the plan's essential components. A distinct characteristic of this book is its emphasis on marketing as a value-creation process. Because it incorporates the three aspects of value management: managing customer value, managing collaborator value, and managing company value, the marketing plan outlined in this book is relevant not only for business-to-consumer scenarios but for business-to-business scenarios as well. This integration of business-to-consumer and business-to-business planning into a single framework is essential for ensuring success in today's networked marketplace. autor.