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Book Categories |
List of Figures | ||
Preface | ||
Step 1 | An Introduction to Marketing Planning | 1 |
Step 2 | Competing for a Differential Advantage | 11 |
Step 3 | Environmental Impacts on the Financial Industry | 23 |
Step 4 | SBUs: The Fundamental Planning Unit | 35 |
Step 5 | The Product/Market Matrix | 65 |
Step 6 | Analyzing Key Product/Markets | 89 |
Step 7 | Developing P/M Objectives | 117 |
Step 8 | Developing P/M Marketing Action Programs | 129 |
Step 9 | Budgeting and Forecasting | 137 |
Step 10 | Communicating and Implementing the Plan | 141 |
Step 11 | A Final Plan Checklist | 143 |
Index | 145 | |
About the Author | 155 |
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