| Description |
xvi, 352 pages ; 24 cm |
| Note |
Includes index. |
| Contents |
Marketing Plan Success Stories -- Successful Marketing Plans Eliminate the Negatives -- Example: Energizer EZ Change Hearing Aid Batteries -- Successful Marketing Plans Often Solve Consumer Problems -- Example: Jumbo-Koter by Wooster Brush -- Benefits Must Be Perceived by Customers -- Example: Philips Long-Life Lightbulbs -- Consumer and Retailer Convenience Is Critical -- Example: L'eggs Hosiery -- Effectiveness Leads to Repeat Purchases -- Example: Zicam Cold Remedy Nasal Gel -- Preemptive Ventures Are Often Winners -- Example: Treo Mobile Phone, Web/E-mail Device, and Organizer -- Sample Marketing Plans -- Secondary Research to Develop Market Reviews -- Example: Satellite Brand Alkaline Batteries -- Using Telephone Surveys in Completing Market Reviews -- Example: The Executive Conference Phone -- Market Reviews Completed With Online Surveys -- Example: Tiffany Table Mats and Napkins -- Focus Groups Can Be the Key to Understanding the Consumer -- Example: Craftmaster Hardware Products -- Using Online Consumer Qualitative Research -- Example: Eagle Central Air Conditioners in Taiwan -- Using Ethnographic Research to Understand Consumers -- Example: Twinkle Baby Shoes -- The Role of Trade Research in Marketing Planning -- Example: Selecto Housewares Boutiques -- Putting It All Together -- Example: New Top Plastic Laminates. |
| Subject |
Marketing -- Management.
|
| ISBN |
0814472192 |
|
