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.