Marketing Plan for Product Managers

Author: Russell et al. (USA); Translated by Wei Liyuan
Publisher:
Publish Date: 1999-09-01
Features: The focus of this book is on analytical work that can guide strategic selection, advertising, pricing, distribution, product design, and service tactics. It is organized around the development of marketing plans, with particular emphasis on annual marketing plans. Marketing plans provide a useful framework that not only facilitates organizational discussions but also assists in systematically developing marketing strategies. This chapter offers a brief overview of marketing plans and the general format for creating a plan. However, it is essential to understand that a plan is not an end in itself but a means to select better, more profitable strategies.