This marketing plan was written using the worksheets in “Marketing plan worksheets”. As a result, this plan is consistent with the outline of the textbook.

Competing in today’s economy means finding ways to break out of commodity status to meet customers’ needs better than competing firms.

The process of strategic marketing planning can either be quite complex or relatively straightforward.

In this chapter, we begin the process of developing a marketing plan by examining key issues in collecting and structuring marketing information to assist in the formulation of marketing strategies.

Situation analysis, as discussed in Chapter 3, can generate a great deal of data and information for marketing planning

In this chapter, we begin our discussion of marketing strategy by examining customers, segments, and target markets.

With a clearly defined target market in hand, the organization turns its attention toward developing a marketing program that will fulfill the target’s needs and wants better than the competition.

Hiệu trưởng Trường Đại học Kinh tế TP.HCM (UEH) ban hành Qui định về các qui tắc liêm chính trong nghiên cứu khoa học tại UEH năm 2019.