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Chapter Summary:

In our final chapter we take all that has been discussed to this point and see how marketers use this information to manage business decisions. In particular, we focus attention on the importance of marketing planning with special attention given to the role marketing strategy plays in the planning process.

Key Issues:

• Importance of Planning
• The Marketing Plan
• Planning and Strategy with the Product Life Cycle
• Development Stage
• Introduction Stage
• Growth Stage
• Maturity Stage
• Decline Stage
• Marketing Strategy and the Internet

Links to Cited References:

(note: Some links may no longer be active, if this is the case check Accessing Marketing Stories for hints on accessing.)

1. Voight, J., "How to Customize Your U.S. Branding Effort to Work Around the World," Adweek, September 3, 2007. http://www.adweek.com/aw/magazine/article_display.jsp?vnu_content_id=1003634197
2. For a detailed tutorial on the Marketing Plan see KnowThis.com's How to Write a Marketing Plan Tutorial. http://www.knowthis.com/tutorials/principles-of-marketing/how-to-write-a-marketing-plan.htm
3. Kageyama, Y. "Blu-Ray Nears Victory in Battle Over High-Def DVD Players," USA Today, February 19, 2008. http://www.usatoday.com/tech/products/2008-02-17-toshiba-hddvd_N.htm
4. Fishbein,J., "Chocolatiers Look to Asia for Growth," BusinessWeek, January 17, 2008. http://www.businessweek.com/globalbiz/content/jan2008/gb20080117_692876.htm
5. Dickler, J., "It's All in the Jeans," CNN Money, February 23, 2007. http://money.cnn.com/2007/02/22/smbusiness/smallbiz_denim/index.htm
6. Miller, J., "Wii Speeds Up the Rehab Process," USA Today, July 24, 2007. http://www.usatoday.com/tech/gaming/2007-07-24-wii-therapy_N.htm
7. Whoriskey, P., "Brought to You by . . . Anyone?" Washington Post, June 18, 2008. http://www.washingtonpost.com/wp-dyn/content/article/2008/06/17/AR2008061702191.html
8. Miller, C.C., "Woman to Woman, Online," New York Times, August 13, 2008. http://www.nytimes.com/2008/08/14/technology/14women.html