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

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

Edited by Roman Hiebing · Scott Cooper · Steve Wehrenberg
McGraw Hill September 2011

Specifications

ISBN-13
9780071745574
Publisher
McGraw Hill
Publication
September 2011
Format
Hardback , 592 pages
Jurisdiction
International ? Countri(es) for reference only

Details

 

  • A one-stop guide covering sales objectives, positioning, pricing, distribution, advertising, merchandising, and virtually every other function of marketing
  • New: Chapters on social media and benchmarking for greater market penetration
  • New: Greater focus on strategy development in every chapter for optimized outreach
  • New: Online access to worksheets for easier implementation of marketing plans

Table of Contents

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

About the Author

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.

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