The Successful Marketing Plan

How to Create Dynamic, Results Oriented Marketing, 4th Edition
4. Auflage 2011
ISBN: 978-0-07-174557-4
Verlag: McGraw-Hill Education

Buch, Englisch, 608 Seiten, Format (B × H): 216 mm x 280 mm, Gewicht: 1710 g

The planning guide marketers have relied on for two decades—updated and expandedFor 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 plan - Identify growth target markets - Set realistic sales objectives - Position your products through a strong branding program - Condense your plan into a workable calendar of activities - Arrive at a realistic budget and payback schedule - Evaluate and test the plan’s effectivenessThe 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.

Autoren/Hrsg.

Hiebing, Roman

Cooper, Scott

Wehrenberg, Steve

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb

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 Marketing Plan

Über Autor(innen)

Hiebing, Roman
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.

Cooper, Scott
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.

Roman G. Hiebing, Jr., is the retired president of The Hiebing Group, a full-service marketing and advertising agency serving clients such as McDonald’s, Coors Beer, Culligan Water Filtration, Diaper Genie, and Mercury Marine.
Scott W. Cooper is principal of the marketing strategy firm Marketing Engine Group (www.marketingenginegroup.com). He formerly served as president of The Hiebing Group, senior vice president of marketing for Famous Footwear, and senior vice president of corporate brand marketing for Brown Shoe.
Steven J. Wehrenberg is CEO of Campbell Mithun, a full-service advertising and marketing communications firm (www.campbell-mithun.com). He has served a range of clients, including Burger King, General Mills, H&R Block, and Verizon Wireless.