Table of Contents

Chapter 1: Marketing Planning: New Urgency, New Possibilities
Chapter 2: Analyzing the Current Situation
Chapter 3: Understanding Markets and Customers
Chapter 4: Planning Segmentation, Targeting, and Positioning
Chapter 5: Planning Direction, Objectives, and Marketing Support
Chapter 6: Developing Product and Brand Strategy
Chapter 7: Developing Pricing Strategy
Chapter 8: Developing Channel and Logistics Strategy
Chapter 9: Developing Marketing Communications and Influence Strategy
Chapter 10: Planning Metrics and Implementation Control