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Author: Alexander Chernev
Publisher: Cerebellum Press
ISBN:
Category : Business & Economics
Languages : en
Pages : 265
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Book Description
The Marketing Plan Handbook 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. The marketing plan outlined in this book builds on the view of marketing as a central business discipline that defines the key aspects of a company’s business model. This view of marketing is reflected in the book’s cross-functional approach to strategic business planning. The Marketing Plan Handbook offers an integrative approach to writing a marketing plan that incorporates the relevant technological, financial, organizational, and operational aspects of the business. This approach leads to a marketing plan that is pertinent not only for marketers but for the entire organization. The Marketing Plan Handbook can benefit managers in all types of organizations. For startups and companies considering bringing new products to the market, this book outlines a process for developing a marketing plan to launch a new offering. For established companies with existing portfolios of products, this book presents a structured approach to developing an action plan to manage their offerings and product lines. Whether it is applied to a small business seeking to formalize the planning process, a startup seeking venture-capital financing, a fast-growth company considering an initial public offering, or a large multinational corporation, the framework outlined in this book can help streamline the marketing planning process and translate it into an actionable strategic document that informs business decisions and helps avoid costly missteps.
Author: Alexander Chernev
Publisher: Cerebellum Press
ISBN:
Category : Business & Economics
Languages : en
Pages : 265
Get Book Here
Book Description
The Marketing Plan Handbook 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. The marketing plan outlined in this book builds on the view of marketing as a central business discipline that defines the key aspects of a company’s business model. This view of marketing is reflected in the book’s cross-functional approach to strategic business planning. The Marketing Plan Handbook offers an integrative approach to writing a marketing plan that incorporates the relevant technological, financial, organizational, and operational aspects of the business. This approach leads to a marketing plan that is pertinent not only for marketers but for the entire organization. The Marketing Plan Handbook can benefit managers in all types of organizations. For startups and companies considering bringing new products to the market, this book outlines a process for developing a marketing plan to launch a new offering. For established companies with existing portfolios of products, this book presents a structured approach to developing an action plan to manage their offerings and product lines. Whether it is applied to a small business seeking to formalize the planning process, a startup seeking venture-capital financing, a fast-growth company considering an initial public offering, or a large multinational corporation, the framework outlined in this book can help streamline the marketing planning process and translate it into an actionable strategic document that informs business decisions and helps avoid costly missteps.
Author: William A. Cohen
Publisher: John Wiley & Sons
ISBN: 047175529X
Category : Business & Economics
Languages : en
Pages : 373
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Book Description
Create winning marketing plans like the pros! Whether you're starting a new business or launching a new product line within a company, you won't be able to succeed without a clear plan that defines your goals and how you will achieve them. Now, best-selling author William Cohen equips you with the knowledge, tools, and techniques you'll need to develop marketing plans like the pros. The Marketing Plan, 5th Edition presents step-by-step procedures--from scanning your environment and establishing goals and objectives, to developing marketing strategies and tactics, to presenting and implementing your plan, and everything in between. When you complete the book, you will not only know what to do, but also how and why. With this practical guide, you get: * Step-by-step instructions: This easy-to-follow, logical approach keeps you clearly focused on what you need to do to develop a successful marketing plan. * Time-saving forms: These worksheets, including 20 new to this edition, help you with different marketing planning tasks, such as profiling target markets and establishing an advertising and publicity budget. * Actual marketing plans from readers who have used the book: This new Fifth Edition features three new sample marketing plans. These plans show how readers have adapted the basic ideas in this book and translated them into successful marketing plans.
Author: Marian Burk Wood
Publisher: Pearson Higher Ed
ISBN: 0132997991
Category : Business & Economics
Languages : en
Pages : 225
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Book Description
This is the eBook of the printed book and may not include any media, website access codes, or print supplements that may come packaged with the bound book. A step-by-step guide to creating a customized marketing plan. The Marketing Plan Handbook is the only planning handbook to guide readers, step-by-step, through the complete development of a realistic, customized marketing plan. The fourth edition includes dozens of new examples, a new conceptual model, and current coverage of the latest developments found in marketing today.
Author: Robert W. Bly
Publisher: Entrepreneur Press
ISBN: 1613083033
Category : Business & Economics
Languages : en
Pages : 392
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Book Description
Deliver Big-Picture Marketing Plans for Pennies on the Dollar Sometimes you don't need a big budget to succeed in marketing; you only need creativity based on a solid, strategic plan. Successful marketing expert and copywriter Robert W. Bly cuts through the clutter of short-lived marketing techniques and trendy gimmicks to reveal the critical steps you need to cross over from business owner to marketplace competitor. Dishing bite-sized lessons, supported by in-chapter exercises and end-of-chapter actions, Bly coaches you in creating an effective marketing plan that produces the results of an expensive marketing consultant without the hefty cost. Learn how to: Develop a clear business vision Position your business and services strategically Research your market and target your ideal client Integrate online and offline marketing Put measurements in place to assess marketing tactics Create an effective implementation schedule Review and troubleshoot for future success and growth Whether embarking on a new venture or reviving your current business plan, this practical handbook provides the next steps toward business success and survival.
Author: Venkatesh Shankar
Publisher: Edward Elgar Publishing
ISBN: 1781005222
Category : Business & Economics
Languages : en
Pages : 529
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Book Description
This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing. The Handbook comprises seven broad topics. Part I focuses on the conceptual and organizational aspects of marketing strategy while Part II deals with understanding competition. Customers and customer-based strategy, marketing strategy decisions, and branding and brand strategies are covered in the next three parts while Part VI looks at marketing strategy dynamics. The final part discusses the impact of marketing strategy on performance variables such as sales, market share, shareholder value and stakeholder value. All of the chapters in this Handbook offer in-depth analyses of research developments, provide frameworks for analyzing key issues, and highlight important unresolved problems in marketing strategy. Collectively, they provide a deep understanding of and key insights into the foundations, antecedents and consequences of marketing strategy. This compendium is an essential resource guide for researchers, doctoral students, practitioners, and consultants in the field of marketing strategy.
Author: Patricia Rich
Publisher: Rowman & Littlefield
ISBN: 1442259825
Category : Business & Economics
Languages : en
Pages : 453
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Book Description
Membership marketing and management is an ever more demanding role within the institutions served—meeting fiscal demands, keeping pace with online marketing opportunities, and making data-driven decisions. The demands are diverse and ever-changing. This book addresses all aspects of management, expectations and productivity of a membership program in the digital age. Benchmarking, best practices and realistic outcomes are presented. Membership Marketing In The Digital Age is a membership manager’s reference book to what works and how on relevant topics such as: Member acquisition Membership planning and projections Membership retention and renewals Membership servicing, engagement and loyalty It features over seventy illustrations including reproductions of marketing pieces and management tools used by leading museums and libraries across the country. Here’s a book that will help your museum or library generate many times the purchase price through better practices that will increase your membership many times over.
Author: Alexander Chernev
Publisher: Cerebellum Press
ISBN:
Category : Business & Economics
Languages : en
Pages : 639
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Book Description
Strategic Marketing Management: The Framework outlines the essentials of marketing theory and offers a structured approach to identifying and solving marketing problems. This book presents a strategic framework to guide business decisions involving the development of new offerings and the management of existing products, services, and brands.
Author: Daniel S. Janal
Publisher: International Thomson Publishing Services
ISBN:
Category : Business & Economics
Languages : en
Pages : 452
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Book Description
This new edition provides the most complete and detailed set of practical strategies and step-by-step instructions for online publicity, advertising and sales ever published
Author: Robert W. Bly
Publisher: Entrepreneur Press
ISBN: 161308417X
Category : Business & Economics
Languages : en
Pages : 218
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Book Description
The Content Marketing Handbook helps entrepreneurs, marketers, and small business owners understand the true role of content within integrated multichannel marketing campaigns, avoid wasting time and money by giving away content with no ROI, and instead skillfully create content that builds trust, stimulate interest, and ultimately get more orders for what they are selling. Readers will learn how to: Create A-level content that gets noticed, gets read, and eliminates “content pollution” Overcome the biggest weakness of content marketing Double marketing response rates by adding lead magnets, bonus reports, and other free content offers Use content to build brands, enhance reputations, and stand out from the competition Plan, execute and measure content marketing in a multichannel environment Know when to stop giving away content and start asking for the orders
Author: Alexander Chernev
Publisher:
ISBN: 9781936572021
Category : Marketing
Languages : en
Pages : 0
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Book Description
The Marketing Plan Handbook presents a streamlined approach to writing succinct and logical marketing plans. While offering a comprehensive, step-by-step approach to crafting effective marketing plans, 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 encompassing the plan's essential components.
