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| 001 - CONTROL NUMBER | |
| control field | 2004047980 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | AE-DuAU |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20241127165520.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 050916s2005 njua b 001 0 eng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER | |
| LC control number | 2004047980 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 0471230596 (pbk.) : |
| Terms of availability | 58.25 |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | DLC |
| Transcribing agency | DLC |
| Modifying agency | DLC |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | pcc |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | HF5415.13 |
| Item number | .C6348 2005 |
| 069 ## - | |
| -- | 08671808 |
| 090 ## - LOCALLY ASSIGNED LC-TYPE CALL NUMBER (OCLC); LOCAL CALL NUMBER (OCLC) | |
| Classification number (OCLC) (R) ; Classification number, CALL (RLIN) (NR) | HF 5415.13 .C6348 2005 |
| 090 ## - LOCALLY ASSIGNED LC-TYPE CALL NUMBER (OCLC); LOCAL CALL NUMBER (OCLC) | |
| Classification number (OCLC) (R) ; Classification number, CALL (RLIN) (NR) | HF 5415.13 .C6348 2005 |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Cohen, William A., |
| Dates associated with a name | 1937- |
| 9 (RLIN) | 162129 |
| 245 14 - TITLE STATEMENT | |
| Title | The marketing plan / |
| Statement of responsibility, etc | William A. Cohen. |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 4th ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication, distribution, etc | Hoboken, NJ : |
| Name of publisher, distributor, etc | Wiley, |
| Date of publication, distribution, etc | c2005. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xviii, 348 p. : |
| Other physical details | ill. ; |
| Dimensions | 28 cm. |
| 336 ## - CONTENT TYPE | |
| Source | rdacontent |
| Content Type Term | text |
| Content Type Code | txt |
| 337 ## - MEDIA TYPE | |
| Source | rdamedia |
| Media Type Term | unmediated |
| Media Type Code | n |
| 338 ## - CARRIER TYPE | |
| Source | rdacarrier |
| Carrier Type Term | volume |
| Carrier Type Code | nc |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc | Includes bibliographical references and index. |
| 505 0# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Step 1: Planning the Development of A Marketing Plan -- The Structure of the Marketing Plan -- The Executive Summary -- The Table of Contents -- Situational Analysis -- Situational Environs -- Neutral Environs -- Competitor Environs -- Company Environs -- The Target Market -- Problems and Opportunities -- Marketing Goals and Objectives -- Marketing Strategy -- Marketing Tactics -- Implementation and Control -- The Summary -- Keep Your Material Organized -- Step 2: Scanning Your Environment -- The Introduction -- The Situational Analysis -- Target Market -- Cultural, Ethnic, Religious, and Racial Groups -- Social Classes -- Reference Groups -- Demographics -- Family Work Status and Occupations -- Decision Makers and Purchase Agents -- Risk Perception -- Income for Each Family Member -- Disposable Income -- Additional Descriptions, Classifications, and Traits of the Target Market -- Target Market Wants and Needs -- Product Description -- Size of the Target Market -- Growth Trends -- Media Habits -- Organizational Buyers -- The Amount of Money Available or Budgeted for the Purchase -- Purchase History -- Additional Industrial Buyer Information -- Competition -- Resources of the Firm -- Technological Environment -- Economic Environment -- Political Environment -- Legal and Regulatory Environment -- Social and Cultural Environment -- Other Important Environmental Aspects -- Problems and Opportunities -- Sources of Information for Completing the Environmental Questions Form -- Primary Research -- Step 3: Establishing Goals and Objectives -- Establishing Objectives -- The Concept of Competitive or Differential Advantage -- Step 4: Developing Marketing Strategy -- The Strategy Pyramid -- Strategic Marketing Management -- The Four-Cell Portfolio Matrix for Decision Making in SMM -- Product Life-Cycle Analysis -- The Introductory Stage -- Growth -- Maturity -- Decline -- Locating the Product in Its Product Life Cycle -- Developing Strategies for the Products in Each Stage of the Product Life Cycle -- Alternative Strategies for the Marketing Plan -- New Market Penetration -- Entry -- Niche -- Dimension -- Positioning -- Market Share Expansion -- Product Differentiation versus Market Segmentation -- Limited versus General Expansion -- Entrenchment -- Repositioning -- Direct Confrontation -- Withdrawal -- Step 5: Developing Marketing Tactics -- Manipulating the Controllable Variables -- Product -- Price -- Other Tactical Pricing Tactics -- Place -- Promotion -- Use of Sales Promotion Tactics -- Advertising and Publicity Tactics -- Primary Internet Marketing Tactics -- World Wide Web -- Establishing a Web Site -- Marketing at the Web Site -- Cybermalls -- How to Market on the World Wide Web -- Using Banners -- Cyberlinks -- Give Information Away -- Usenet Marketing -- E-mail Marketing -- Using E-mail for Publicity -- Manipulating Marketplace Environs -- Tactical Questions for the Marketing Plan -- Step 6: Forecasting for Your Marketing Plan -- The Difference between Market Potential, Sales Potential, and Sales Forecast -- Finding Market Potential -- The Index Method of Calculating Market Potential -- Bottom-Up and Top-Down Sales Forecasting -- Executive Judgment -- Sales-Force Composite -- Trend Projections -- Industry Survey -- Regression Analyses -- Intention-to-Buy Survey -- Exponential Smoothing -- Leading Indicators -- Which Method to Use -- You Need More Information for Your Forecast -- The Project Development Schedule -- The Break-Even Analysis -- The Balance Sheet, Projected Profit and Loss Statement, and Cash-Flow Projections -- Step 7: Calculating Important Financial Ratios for Your Marketing Plan -- Measures of Liquidity -- The Current Ratio -- The Acid Test, or "Quick," Ratio -- Average Collection Period -- Inventory Turnover -- Profitability Measures -- Asset Earning Power -- Return on the Owner's Equity -- Net Profit on Sales -- Investment Turnover -- Return on Investment (ROI) -- Sources of Ratio Analyses from All Industries -- Step 8: Presenting the Marketing Plan -- The Marketing Plan as a Product -- The Formal Presentation -- Preparing for Your Presentation -- Planning for Visual Aids -- The Practice Sequence -- The Importance of Controlling Your Time -- Questions and Answers and How to Prepare for Them -- Use of the Mental Visualization Technique -- The Keys to Success for Marketing Plan Presentations -- Step 9: Implementation -- Sample Marketing Plans -- Promoting Healthy Families -- Chandra Thai Restaurant -- OpenAxis -- MCM Powersports -- Birralee Primary School (Australia) -- Resolve of Greater Los Angeles -- Penbridge Corporation -- Sources of Secondary Research -- Examples of Simple Research and a Marketing Research Checklist -- How to Lead a Team -- The Concept and Application of Marketing Strategy. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | Whether you're starting a new business or launching a new product line within a company, you won't be able to succeed without a clear plan that defines your goals and how you will achieve them. Now, best-selling author William Cohen equips you with the knowledge, tools, and techniques you'll need to develop marketing plans like the pros. The Marketing Plan, Fourth Edition presents step-by-step procedures -- from scanning your environment and establishing goals and objectives, to developing marketing strategies and tactics, to presenting and implementing your plan, and everything in between. Plus, a new appendix shows how to apply strategy in your marketing plan. When you complete the book, you will not only know what to do, but also how and why. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Marketing |
| General subdivision | Management. |
| 9 (RLIN) | 162130 |
| 852 ## - LOCATION/CALL NUMBER | |
| -- | p58.25 |
| -- | 04-09-2005 |
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| b | 08-12-10 |
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| Koha item type | Books |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) | |
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| Operator's initials, OID (RLIN) | 04-09-05 |
| Cataloger's initials, CIN (RLIN) | m |
| First Date, FD (RLIN) | a |
| -- | - |
| -- | eng |
| -- | nju |
| -- | 4 |
| 935 ## - | |
| -- | PO16959%5FBUS%5F1 |
| 945 ## - LOCAL PROCESSING INFORMATION (OCLC) | |
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| Lost status | Source of classification or shelving scheme | Materials specified (bound volume or other part) | Damaged status | Not for loan | Home library | Current library | Shelving location | Date acquired | Cost, normal purchase price | Total Checkouts | Full call number | Barcode | Date last seen | Cost, replacement price | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Library of Congress Classification | Copy Type:01 - Books | American University in Dubai | American University in Dubai | Main Collection | 2010-08-06 | 214.07 | 2 | HF 5415.13 .C6348 2005 | 659789 | 2019-05-24 | 214.07 | 2015-07-25 | Books |