Chapter

Planning Your Campaign

Lois K. Geller

in Response

Published in print November 2002 | ISBN: 9780195158694
Published online October 2011 | e-ISBN: 9780199849420 | DOI: http://dx.doi.org/10.1093/acprof:oso/9780195158694.003.0010
Planning Your Campaign

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This chapter discusses in detail the processes involved in writing out a marketing plan and focuses on the seven areas of pertinent information needed to make any marketing campaign work: background, objectives, strategy, tactics, ballpark estimates, contingency plans, and timetable.

Keywords: plan; background; objectives; strategy; tactics; ballpark estimates; contingency plans; timetable

Chapter.  4377 words. 

Subjects: Business Strategy

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