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Integrated Marketing Workbook: Contents Other chapter for review: Overview | Contents | About the Author | To Order | Home |
Two sample chapters are available.
Acknowledgments
Introduction
Section I: Introduction to Integrated Marketing
- Chapter 1: Understanding Integrated Marketing
- Chapter 2: Sorting out the Nomenclature
- Chapter 3: The 4 Ps and the 4 Cs: A Refresher
- Chapter 4: The First and Most Important P
- Chapter 5: The Importance of Focus
- Chapter 6: Image is Everything
- Chapter 7: Market Research
- Chapter 8: Competitive Positioning Strategies
- Chapter 9: The Power of Segmentation
Section II: The Integrated Marketing Planning Process
- Chapter 10: The Integrated Marketing Plan and Planning Overview
- Chapter 11: Guiding Principles for Establishing the Marketing Budget
- Chapter 12: Lay the Foundation
- Chapter 13: The IM Planning Team
- Chapter 14: Determine Planning Assumptions
- Chapter 15: Undertake a Situational Analysis
- Chapter 16: Define Your Target Audiences
- Chapter 17: Settle Your Vivid Descriptors
- Chapter 18: Clarify Your Target Geography
- Chapter 19: Refine Your Marketing Goals
- Chapter 20: Write Marketing Action Plans
- Chapter 21: Assemble the Final Budget
- Chapter 22: Implement, Evaluate, and Modify
- Chapter 23: Making Your Plan Work: Some
- Chapter 24: Lessons from the Trenches: Making Your Integrated Marketing Plan Work
Conclusion
Appendices:
- A: Integrated Marketing Checklist
- Terms and Definitions
- Meeting Resources
- Segmentation Variables
- Faculty Interview Guide
- Action Plan Template
- Marketing Bookshelf
Author Biography
About Stamats
Other Books From Strategy Publishing
Workshops and Presentation