Table of Contents

   

Powerhouse Marketing Plans: 14 Outstanding Real-Life Plans and What You Can Learn from Them to Supercharge Your Own Campaigns
by Winslow "Bud" Johnson	ISBN:0814472192
AMACOM © 2004
This detailed book reveals the marketing plans that drive sales for some very well-known products. The author provides insightful analysis and a practical framework for applying these plans to any product in any market.

Table of Contents
Powerhouse Marketing Plans”14 Outstanding Real-Life Plans and What You Can Learn from Them to Supercharge Your Own Campaigns
Foreword
Preface
Introduction
Part I - Marketing Plan Success Stories
Chapter 1	-	Successful Marketing Plans Eliminate the Negatives
Chapter 2	-	Successful Marketing Plans Often Solve Consumer Problems
Chapter 3	-	Benefits Must Be Perceived by Customers
Chapter 4	-	Consumer and Retailer Convenience Is Critical
Chapter 5	-	Effectiveness Leads to Repeat Purchases
Chapter 6	-	Preemptive Ventures Are Often Winners
Part II - Sample Marketing Plans
Chapter 7	-	Secondary Research to Develop Market Reviews
Chapter 8	-	Using Telephone Surveys in Completing Market Reviews
Chapter 9	-	Market Reviews Completed with Online Surveys
Chapter 10	-	Focus Groups Can Be the Key to Understanding the Consumer
Chapter 11	-	Using Online Consumer Qualitative Research
Chapter 12	-	Using Ethnographic Research t o Understand Consumers
Chapter 13	-	The Role of Trade Research in Marketing Planning
Chapter 14	-	Putting It All Together
Index
List of Tables
List of Examples