InhaltsangabeStep 1: Planning the Development of a Marketing Plan. Step 2: Scanning Your Environment. Step 3: Establishing Goals and Objectives. Step 4: Developing Marketing Strategy. Step 5: Developing Marketing Tactics. Step 6: Forecasting for Your Marketing Plan. Step 7: Calculating Important Financial Ratios for Your Marketing Plan. Step 8: Presenting the Marketing Plan. Step 9: Implementation. Appendix A: Sample Marketing Plans. Appendix B: Sources of Secondary Research. Appendix C: Examples of Simple Marketing Research and a Marketing Checklist. Appendix D: How to Lead a Team. Appendix E: The Concept and Application of Marketing Strategy. Appendix F: Useful Worksheets for Marketing Planning. Appendix G: Useful Web Sites That Can Help You Develop a Marketing Plan. Index.

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Dr. William A. Cohen is Professor of Business Administration, Touro University International, and past Chairman of the Marketing Department and Director of the Small Business Institute at California State University, Los Angeles. He has also taught at the University of Southern California and the Peter Drucker School of Management at Claremont Graduate University and was President of California American University. Professor Cohen has a B.S. from the United States Military Academy at West Point, an M.B.A. from the University of Chicago, and an M.A. and Ph.D. in management from Claremont Graduate University. He is also a distinguished graduate of the Industrial College of the Armed Forces, National Defense University, and a retired major general in the U.S. Air Force Reserve.

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