Contents - Building a Marketing Plan [Book]

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Contents

List of Illustrations

Acknowledgments

Chapter 1. Introduction to Marketing Planning

Chapter 2. The Situation Analysis

Chapter 3. Analyzing the Target Market, Part 1: Marketing Research

Chapter 4. Analyzing the Target Market, Part 2: Consumer Behavior and the Target Marketing Process (Segmentation, Targeting, and Positioning)

Chapter 5. Marketing Objectives and Strategy Formulation

Chapter 6. Planning for Products and Brands

Chapter 7. Planning for Pricing

Chapter 8. Planning for Integrated Marketing Communications

Chapter 9. Planning for Distribution Channels and Market Logistics

Chapter 10. Marketing Implementation and Control

Appendix: Pindari Boomerang Factory Marketing Plan Example

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