Table of Contents

Preface

 1. Marketing Planning: New Pace, New Possibilities 

 2. Analyzing the Current Situation 

 3. Understanding Markets and Customers 

 4. Segmenting, Targeting, and Positioning 

 5. Planning Direction, Objectives, and Marketing Support 

 6. Developing Product and Brand Strategy 

 7. Developing Pricing Strategy 

 8. Developing Channel and Logistics Strategy 

 9. Developing Marketing Communications and Influence Strategy 

 10. Planning Metrics and Implementation Control 

 

Appendix. Sample Marketing Plan: PretzL Elegance

 

Glossary. 

 

Credits. 

 

Index.