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Tables of Contents for Marketing Plans That Work
Chapter/Section Title
Page #
Page Count
Preface
vii
What Is a Marketing Plan?
1
4
Understanding the Marketing Process
5
10
The Marketing Planning Process
15
22
Marketing Objectives and Strategies
37
24
Marketing Research and Forecasting
61
16
The Marketing Audit: Customers and Markets
77
18
The Marketing Audit: Products
95
40
E-Commerce and Internet Marketing
135
14
The Communication Plan: Advertising and Sales Promotion
149
14
The Communication Plan: Sales
163
12
The Pricing Plan
175
10
The Distribution Plan
185
14
Implementation Issues in Marketing Planning
199
14
Marketing Planning in Review
213
26
Authors' Note
239
2
Glossary
241
6
Index
247