Developing, implementing & managing an effective marketing plan - Goetsch, H. W. (Chicago, Ill. American Marketing Association Lincolnwood, Ill., U.S.A. NTC Business Books, 1993)
Table of Contents: Foreword. Introduction. -- Planning Prologue: What is Customer-Oriented Marketing Planning -- The Role of Marketing in Planning -- Organizing for Marketing Planning -- The Planning Process: Step I. EXAMINE: Study the Marketing Environment -- Step II. PLAN: Set Sales/Profit Goal, Determine Objectives, and Develop Strategies for Accomplishing Objectives -- Step III. IMPLEMENT: Delegate Tasks, Prepare Sales Forecasts, Allocate Shares of the Sales/Profit Goal, and Set Marketing Expense Budgets -- Step IV. CONTROL: Manage Performance of the Plan and Adjust for Unforeseen Conditions. -- Appendix A. U.S. and Foreign Commercial Service District Office Directory -- Appendix B. Trade Associations and Media Buying References -- Appendix C. Suggested Reading Lists.
Includes bibliographical references (p. 238-241) and index.
Keywords: Marketing -- Planning; Marketing -- Management