Contents
Acknowledgments
Introduction
Chapter 1: The Planning Process
Chapter 2: Marketing Management
Chapter 3: Market Analysis
Chapter 4: Customer Analysis
Chapter 5: Brand Development
Chapter 4: Customer Analysis
Chapter 5: Brand Development
Chapter 6: The Product/Service Plan
Chapter 7: Calculating Your Marketing Communications
Budget
Chapter 8: Competitive Analysis
Chapter 9: The Advertising Plan
Chapter 10: The Sales Promotion Plan
Chapter 11: The Public Relations Plan
Chapter 12: The Sales Plan: Pricing
Chapter 13: The Sales Plan: Future Sales
Chapter 14: The Customer Service Plan
Chapter 15: Maximizing High-Potential Accounts
Chapter 16: The Internet Plan
Chapter 17: The Research Plan
Chapter 18: Pulling the Plan Together
Appendix A: Marketing Plan Basics
Appendix B: Everything You Need to Know About Working
with an Advertising Agency
Marketing Plan what if software models
are available free of charge at:
www.amacombooks.org/go/MarketingPla4