| Edition |
2nd ed. |
| Description |
xxxiv, 510 pages : illustrations ; 29 cm |
|
text txt rdacontent |
|
unmediated n rdamedia |
|
volume nc rdacarrier |
| Note |
Includes index. |
| Contents |
The business review -- How to prepare a business review -- Problems and opportunities -- Sales objectives -- Target markets and marketing objectives -- Positioning -- Marketing strategies -- Communication goals -- Product/branding/packaging -- Pricing -- Distribution -- Personal selling/service -- Promotion/events -- Advertising message -- Advertising media -- Merchandising -- Publicity -- Marketing budget, payback analysis, and marketing calendar -- Plan execution -- Plan evaluation -- Marketing research and testing (R & T). |
| Subject |
Marketing -- Management -- Handbooks, manuals, etc.
|
|
Business planning -- Handbooks, manuals, etc.
|
|
Business planning. (OCoLC)fst00842819
|
|
Marketing -- Management.
(OCoLC)fst01010209
|
| Genre/Form |
Handbooks, manuals, etc. (OCoLC)fst01423877
|
| Added Author |
Cooper, Scott W.
|
| ISBN |
0130145483 |
|
0844232025 |
|
9780844232027 |
|
