Read more
Informationen zum Autor 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. Klappentext The planning guide marketers have relied on for two decades-updated and expanded For more than 20 years, The Successful Marketing Plan has been the marketing professionals' go-to guide for creating plans that define and fulfill the needs of their target markets. In this substantially revised and expanded fourth edition, Roman Hiebing, Jr., Scott Cooper, and Steve Wehrenberg outline how to develop proven objectives, strategies, and tactics that deliver the bottom line. Separating the plan into 10 market-proven, manageable components, The Successful Marketing Plan explains how to:Find the data you need to develop your planIdentify growth target marketsSet realistic sales objectivesPosition your products through a strong branding programCondense your plan into a workable calendar of activitiesArrive at a realistic budget and payback scheduleEvaluate and test the plan's effectiveness The authors of The Successful Marketing Plan have made extensive revisions to more than 50 percent of the book's content-from a new planning model to a more user-friendly business review section to a complete revision of the strategy chapters including a new message strategy chapter. Plus, the book contains completely updated chapters on advertising, media content, and interactive communications, in addition to updates in information sources, planning charts, and the Idea Starters appendix, which has more than 1,000 tactical ideas tied to specific objectives. Great marketing begins with a great marketing plan. Use The Successful Marketing Plan to build a focused "real-world" marketing plan that will enable your company to thrive and grow in today's cost-conscious, winner-take-all competitive arena. Zusammenfassung Updated and expanded—the planning guide marketers have relied on for 20 years! A one-stop guide covering sales objectives, positioning, pricing, distribution, advertising, merchandising, and virtually every other function of marketing. Inhaltsverzeichnis PART I BUSINESS REVIEW INSIGHTS CHAPTER 1What You'll Need to Know, Part 1 CHAPTER 2What You'll Need to Know, Part 2 CHAPTER 3Problems and Opportunities PART II BRAND PLATFORM AND PLAN OBJECTIVES CHAPTER 4Scope CHAPTER 5Targets CHAPTER 6Positioning CHAPTER 7Sales Objectives CHAPTER 8Marketing Objectives CHAPTER 9Communication Objectives CHAPTER 10Message Strategy CHAPTER 11Umbrella Strategy PART III TACTICAL PLANS CHAPTER 12Product, Naming, and Packaging CHAPTER 13Pricing CHAPTER 14Distribution CHAPTER 15Personal Selling CHAPTER 16Advertising Content CHAPTER 17Promotions CHAPTER 18Advertising Media CHAPTER 19Interactive Communications CHAPTER 20Merchandising CHAPTER 21Public Relations PART IV EVALUATION CHAPTER 22Budget, Payback, and Calendar CHAPTER 23Execution CHAPTER 24Plan Evaluation APPENDIX AIdea Starters by Marketing Situation APPENDIX BWorksheets for the Business Review APPENDIX CWorksheets and Formats for the Market...
