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POWERHOUSE MARKETING PLANS
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商品簡介
Using summaries of 14 actual marketing plans created to launch new products or a brand extension, this book recounts the story behind each marketing plan, explains how the strategies were developed, and identifies the unique characteristics that differentiate successful from unsuccessful marketing plans. Some of the example companies use supplemental telephone surveys, focus groups, internet research, and ethnographic research to analyze their particular market. Annotation c2004 Book News, Inc., Portland, OR (booknews.com)
作者簡介
Winslow "Bud" Johnson is President of the Stamford Marketing Group, a consulting firm that specializes in the development and evaluation of marketing plans and whose clients include Fortune 500 companies such as AT&T, ExxonMobil, Johnson & Johnson, and H.J. Heinz. Mr. Johnson lives in Stamford, Connecticut.
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