The Successful Marketing Plan How to Create Dynamic, Results Oriented Marketing, 4th Edition

Foreword; Preface; Introduction; Part I;

Chapter 1. The Business Review;

Chapter 2. How to Prepare a Business Review;

Chapter 3. Problems and Opportunities;

Part II; Chapter 4. Sales Objectives;

Chapter 5. Target Markets and Marketing Objectives;

Chapter 6. Brand Positioning;

Chapter 7. Marketing Strategies;

Chapter 8. Communication Goals;

Chapter 9. Product/Naming/Packaging;

Chapter 10. Pricing;

Chapter 11. Distribution;

Chapter 12. Personal Selling/Service;

Chapter 13. Promotion/Events;

Chapter 14. Advertising Message;

Chapter 15. Advertising Media;

Chapter 16. Internet Media;

Chapter 17. Social Media;

Chapter 18. Merchandising;

Chapter 19. Public Relations;

Chapter 20. Benchmarking;

Chapter 21. Marketing Budget, Payback Analysis, and Marketing Calendar;

Part III; Chapter 22. Plan Execution;

Part IV; Chapter 23. Plan Evaluation;

Chapter 24. Marketing Research and Testing

Roman G. Hiebing, Jr., is Chief Executive Officer of the Hiebing Group, an advertising, marketing, and public relations agency that has over the years provided full-service capability to a diverse clientele from small entrepreneurial firms to Fortune 500 companies. These have included Kimberly-Clark, McDonalds Corporation, and Mercury Marine. Mr. Hiebing teaches advertising and marketing in the School of Business at the University of Wisconsin.

Scott W. Cooper is President of the Hiebing Group and has worked on accounts such as Coors, Famous Footwear, American Automobile Association (AAA), and Fort Howard Paper. Prior to his current position, Scott had experience in both the client and agency side of the business. He currently teaches marketing communications in the School of Business at the University of Wisconsin.