TOC: Mastering the Art
Introduction
An Entrepreneurial Guide to a Profit-Driven Marketing Plan, Book by Merlyn Griffiths and Channelle James
The book is accessible at
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Chapter 1 Ideation: Where Do the Great Ideas Come From?
Chapter 2 Marketing Knowledge: What Every Good Marketer Knows
Chapter 3 Marketing Research
Chapter 4 Understanding the Landscape
Chapter 5 Behind the Doors: Industry Analysis
Chapter 6 Situation and Competitor Analysis
Chapter 7 Marketing Strategy: Segmentation, Targeting, and Positioning
Chapter 8 The Defining Moment: Marketing Mix-Developing a Concept Model
Chapter 9 Financial Objectives: Budgeting and Forecasting
Chapter 10 Performance Monitor, Measure, and Change