Book
The marketing plan / William A. Cohen.
A step by step guide, with forms & sample student plans.
Record details
- ISBN: 0471580716
- ISBN: 9780471580713
- Physical Description: xii, 318 pages : illustrations ; 29 cm
- Publisher: New York : Wiley, ©1995.
Content descriptions
- General Note:
- Includes index.
- Bibliography, etc. Note:
- Includes bibliographical references and index.
- Formatted Contents Note:
- Step 1: Planning the Development of A Marketing Plan -- The Structure of the Marketing Plan -- The Executive Summary -- The Table of Contents -- Situational Analysis -- Situational Environs -- Neutral Environs -- Competitor Environs -- Company Environs -- The Target Market -- Problems and Opportunities -- Marketing Goals and Objectives -- Marketing Strategy -- Marketing Tactics -- Implementation and Control -- The Summary -- Keep Your Material Organized -- Step 2: Scanning Your Environment -- The Introduction -- The Situational Analysis -- Target Market -- Cultural, Ethnic, Religious, and Racial Groups -- Social Classes -- Reference Groups -- Demographics -- Family Work Status and Occupations -- Decision Makers and Purchase Agents -- Risk Perception -- Income for Each Family Member -- Disposable Income -- Additional Descriptions, Classifications, and Traits of the Target Market -- Target Market Wants and Needs -- Product Description -- Size of the Target Market -- Growth Trends -- Media Habits -- Organizational Buyers -- The Amount of Money Available or Budgeted for the Purchase -- Purchase History -- Additional Industrial Buyer Information -- Competition -- Resources of the Firm -- Technological Environment -- Economic Environment -- Political Environment -- Legal and Regulatory Environment -- Social and Cultural Environment -- Other Important Environmental Aspects -- Problems and Opportunities -- Sources of Information for Completing the Environmental Questions Form -- Primary Research.
Search for related items by subject
- Subject:
- Marketing > Management.
Marketing > Gestion.
Marketing.
Planning.
Available copies
- 1 of 1 copy available at Northwest Indian College.
Holds
- 0 current holds with 1 total copy.
Show All Copies
| Location | Call Number / Copy Notes | Barcode | Shelving Location | Status | Due Date |
|---|---|---|---|---|---|
| Lummi Library | HF 5415.13 .C64 1995 | 255299 | Stacks | Available | - |
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| 100 | 1 | . | ‡aCohen, William A., ‡d1937- |
| 245 | 1 | 4. | ‡aThe marketing plan / ‡cWilliam A. Cohen. |
| 260 | . | ‡aNew York : ‡bWiley, ‡c©1995. | |
| 300 | . | ‡axii, 318 pages : ‡billustrations ; ‡c29 cm | |
| 336 | . | ‡atext ‡btxt ‡2rdacontent | |
| 337 | . | ‡aunmediated ‡bn ‡2rdamedia | |
| 338 | . | ‡avolume ‡bnc ‡2rdacarrier | |
| 500 | . | ‡aIncludes index. | |
| 504 | . | ‡aIncludes bibliographical references and index. | |
| 505 | 0 | 0. | ‡tStep 1: Planning the Development of A Marketing Plan -- ‡tThe Structure of the Marketing Plan -- ‡tThe Executive Summary -- ‡tThe Table of Contents -- ‡tSituational Analysis -- ‡tSituational Environs -- ‡tNeutral Environs -- ‡tCompetitor Environs -- ‡tCompany Environs -- ‡tThe Target Market -- ‡tProblems and Opportunities -- ‡tMarketing Goals and Objectives -- ‡tMarketing Strategy -- ‡tMarketing Tactics -- ‡tImplementation and Control -- ‡tThe Summary -- ‡tKeep Your Material Organized -- ‡tStep 2: Scanning Your Environment -- ‡tThe Introduction -- ‡tThe Situational Analysis -- ‡tTarget Market -- ‡tCultural, Ethnic, Religious, and Racial Groups -- ‡tSocial Classes -- ‡tReference Groups -- ‡tDemographics -- ‡tFamily Work Status and Occupations -- ‡tDecision Makers and Purchase Agents -- ‡tRisk Perception -- ‡tIncome for Each Family Member -- ‡tDisposable Income -- ‡tAdditional Descriptions, Classifications, and Traits of the Target Market -- ‡tTarget Market Wants and Needs -- ‡tProduct Description -- ‡tSize of the Target Market -- ‡tGrowth Trends -- ‡tMedia Habits -- ‡tOrganizational Buyers -- ‡tThe Amount of Money Available or Budgeted for the Purchase -- ‡tPurchase History -- ‡tAdditional Industrial Buyer Information -- ‡tCompetition -- ‡tResources of the Firm -- ‡tTechnological Environment -- ‡tEconomic Environment -- ‡tPolitical Environment -- ‡tLegal and Regulatory Environment -- ‡tSocial and Cultural Environment -- ‡tOther Important Environmental Aspects -- ‡tProblems and Opportunities -- ‡tSources of Information for Completing the Environmental Questions Form -- ‡tPrimary Research. |
| 520 | . | ‡aA step by step guide, with forms & sample student plans. | |
| 650 | 0. | ‡aMarketing ‡xManagement. | |
| 650 | 6. | ‡aMarketing ‡xGestion. | |
| 650 | 1 | 7. | ‡aMarketing. ‡2gtt |
| 650 | 1 | 7. | ‡aPlanning. ‡2gtt |
| 653 | 0 | . | ‡aMarketing ‡aLong-range planning |
| 776 | 0 | 8. | ‡iOnline version: ‡aCohen, William A., 1937- ‡tMarketing plan. ‡dNew York : Wiley, ©1995 ‡w(OCoLC)748988446 |
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