Developing, Implementing, & Managing an Effective Marketing Plan
by Hal Goetsch
ISBN: 0844233706
ISBN-13: 9780844233703
Format: Book
|
Customer Reviews
Review this book!
Bibliographic Details
Publisher: American Marketing Association
Published date: 1993
Pages: 249
Publisher's Notes
The only way to ensure a marketing plan that brings the results you want is to build it around the needs of your customers. Hal Goetsch - marketer of diverse products and services in the consumer, business-to-business, retail and not-for-profit sectors - sends his message loud and clear through this first-rate guide to the marketing planning process. In Developing, Implementing, and Managing An Effective Marketing Plan, Goetsch begins by describing the business imperative of the 1990s - understand the fast-changing demands of customers in the volatile and increasingly fragmented marketplace. To keep ahead of change and win the battle for customers, businesses must be marketing-driven - they must look at their products and services from the customer's viewpoint and place marketing as the priority in all business activities. This book will help you build a customer-oriented marketing plan that will serve as a catalyst in achieving your business objectives. Hal Goetsch leads you through the four key steps, critical to effective marketing: examine - perform a thorough analysis of the business environment and your marketing power within it; plan - set clear and focused business objectives and the marketing strategies that will steer you to success; implement - think beyond the planning process and put the plan to work in the marketplace; control - make sure your plan is flexible. Monitor its effectiveness and adapt it to respond to changes in the business environment. Thorough, thoughtful, and instructive, this book will lead marketers, managers, business owners, and entrepreneurs along the path to growth and keep them on course.
Similar books
Kotler on Marketing
by Philip Kotler
The state-of-the-art guide to marketing strategies and tactics from one of the world's foremost authorities on the subject. 20 line drawings.
Market-Led Strategic Change
by Nigel Piercy
Marketing Kit For Dummies
by Alexander Hiam
Discusses the secrets of effective marketing, including publicity, research, planning, budgeting, promotions, advertising, Internet presence, and Web campaigns.
Entrepreneurial Marketing
by Howard Lee Morgan
Exploit the powerful marketing/segmentation opportunities for new ventures Marketing is of critical importance to the success of any entrepreneurial venture–and this book gives you the marketing methods, tools, and tactics necessary for successfully building and launching your new business opportunity, especially for e-commerce. Entrepreneurial Marketing combines entrepreneurial expertise with Wharton School business know-how to provide sophisticated marketing approaches that can dramatically reduce the failure rate of new ventures. By adopting entrepreneurial marketing thinking, you’ll master effective ways to: Identify your target market(s) Develop and evaluate new products and services Determine the role of the sales force Get the most from advertising and publicity Utilize the Internet for name recognition and brand building "If you’re unconvinced that marketing makes or breaks entrepreneurial ventures, you’ll change your mind after reading this book. The Internet, global distribution, and consolidation all create new challenges and opportunities for today’s entrepreneurs. The authors offer sound advice and the same kind of solid direction you would pay hundreds of thousands of dollars to buy from a consulting firm. I’ve used many of these techniques, with Len Lodish’s help, to grow our business from 5% of the market to over 50%."–Ralph Guild, Chairman and CEO, Interep "This book is filled with valuable and productive concepts, methods, ideas, and paradigms. These concepts have been an important contribution to Synergy’s performance–four consecutive appearances on the Inc. 500 list and a compound growth rate of 80% to current profitable revenue in excess of $20,000,000–all from initial capital of less than $100,000. A must have for entrepreneurs."–Mark Stiffler, Founder and CEO, Synergy, Inc.
Basic Marketing Management
by Douglas J. Dalrymple
Everything You Need to Create Effective Marketing Strategies! With its engaging writing style and clear presentation, this how-to book provides you with the core marketing management concepts that everyone must know to compete in today’s business environment. Updated to reflect the current marketplace, the book spotlights hot topics such as electronic commerce, brand equity, database marketing, relationship marketing, business to business marketing, and interfunctional coordination. And with the help of real-world examples, you’ll learn how to apply the material to plan, coordinate, and execute a successful marketing strategy. Key Features of the Second Edition Updated Marketing in Action and Marketing Strategies boxes provide real-world examples that demonstrate how the material is applied in business. "New Applying… To" and "Integrating… With" sections highlight topical marketing and business areas. Internet coverage is integrated throughout the book. Globalization is thoroughly discussed and the concepts are reinforced through examples and questions. Ethics questions. SPSS(r) Student Version for Windows 9.0 is available to accompany the text. This popular, brief book focuses on all aspects of planning, coordinating, and executing marketing strategy, including all the main terms and concepts associated with marketing management.
|
|
Ready to buy this book?
Below are all of the copies of 0844233706 we currently have available for purchase, sorted by lowest price first. If you would like to refine your search, use the advanced options in the search box above.
|
|
1)
|
Developing, Implementing and Managing an Effective Marketing Plan
Goetsch, Hal W
Lincolnwood, IL, U. S. A.: N T C/Contemporary Publishing Company, 1993. FINE hardcover, VERY GOOD jacket. shiny, no tears, light ruffling top back edge and light pressure creases on back. Interior FINE, appears UNREAD. Marketing, advertising management. BE612148.. 1st Print. Hard Cover. Fine/Very Good. 8vo - over 7¾" - 9¾". ( more information) Offered by BookCollector.net (United States)
Favorite bookseller : you've previously added this bookseller to your favorites list.
|
|
|
2)
|
Developing, Implementing, & Managing an Effective Marketing Plan
Goetsch, Hal
Chicago, IL, U.S.A.: American Marketing Association, 1993. "In DEVELOPING, IMPLEMENTING, AND MANAGING AN EFFECTIVE MARKETING PLAN, Goetsch begins by describing the business imperative of the 1990s-understand the fast-changing demands of customers in the volatile and increasingly fragmented marketplace. To keep ahead of change and win the battle for customers, businesses must be market-driven-they must look at their products and services from the customer's viewpoint and place marketing as a priority in all business activities." This book has 249 pages.. ISBN: 0-8442-3370-6. First Edition. Hard Cover. Fine/Fine. 8vo - over 7¾" - 9¾" tall. MARKETING BUSINESS ECONOMICS. ( more information) Offered by Glued To The Tube Books (United States)
Favorite bookseller : you've previously added this bookseller to your favorites list.
|
|
|
3)
|
Developing, Implementing and Managing. An Effective Marketing Plan
Goetsch, Hal
Chicago: American Marketing Association/NTC Business Books, 1993. 249 pages. A clean copy. Unmarked. Unread condition.. ISBN: 0844233706. First Edition. Hard Cover. As New/As New Dustjacket. 8vo - over 7¾" - 9¾" tall. ( more information) Offered by AU BON LIVRE RARE (Canada)
Favorite bookseller : you've previously added this bookseller to your favorites list.
|
|
|
0 items in cart
Muze Inc. For personal non-commercial use only. All rights reserved. Some content for books is owned by Baker & Taylor, Inc. or its licensors and is subject to copyright and all other protections provided by applicable law.
