{"id":"https://openalex.org/W1584025558","doi":null,"title":"The Marketing Plan","display_name":"The Marketing Plan","publication_year":1994,"publication_date":"1994-10-20","ids":{"openalex":"https://openalex.org/W1584025558","mag":"1584025558"},"language":"en","primary_location":{"id":"pmh:oai:aleph.bib-bvb.de:BVB01-008788843","doi":null,"is_oa":false,"landing_page_url":"http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008788843&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"text"},"volume":null,"type":"article","indexed_in":[],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5058993142","display_name":"William A. Cohen","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":true,"raw_author_name":"William A. Cohen","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":["https://openalex.org/A5058993142"],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":1.421,"has_fulltext":false,"cited_by_count":17,"citation_normalized_percentile":{"value":0.834766,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":88,"max":97},"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.9771000146865845,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.9771000146865845,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13151","display_name":"Business Strategies and Innovation","score":0.013199999928474426,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13137","display_name":"Strategic Planning and Analysis","score":0.003599999938160181,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/marketing-plan","display_name":"marketing plan","score":0.8009999990463257},{"id":"https://openalex.org/keywords/marketing-planning","display_name":"marketing planning","score":0.7210000157356262},{"id":"https://openalex.org/keywords/marketing-strategy","display_name":"marketing strategy","score":0.6380000114440918},{"id":"https://openalex.org/keywords/marketing-activities","display_name":"marketing activities","score":0.9850000143051147},{"id":"https://openalex.org/keywords/environmental-scanning","display_name":"environmental scanning","score":0.6859999895095825},{"id":"https://openalex.org/keywords/sales-forecasting","display_name":"sales forecasting","score":0.7450000047683716},{"id":"https://openalex.org/keywords/financial-ratios","display_name":"financial ratios","score":0.9559999704360962},{"id":"https://openalex.org/keywords/marketing-plan-implementation","display_name":"marketing plan implementation","score":0.859000027179718}],"concepts":[{"id":"https://openalex.org/C2776829468","wikidata":"https://www.wikidata.org/wiki/Q580529","display_name":"Marketing plan","level":2,"score":0.825933039188385},{"id":"https://openalex.org/C2776505523","wikidata":"https://www.wikidata.org/wiki/Q4785468","display_name":"Plan (archaeology)","level":2,"score":0.7146220207214355},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.631096601486206},{"id":"https://openalex.org/C93032411","wikidata":"https://www.wikidata.org/wiki/Q1363963","display_name":"Marketing strategy","level":2,"score":0.6065305471420288},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5882436633110046},{"id":"https://openalex.org/C192975520","wikidata":"https://www.wikidata.org/wiki/Q1143466","display_name":"Marketing management","level":2,"score":0.5861069560050964},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.5315244793891907},{"id":"https://openalex.org/C146937435","wikidata":"https://www.wikidata.org/wiki/Q4025911","display_name":"Marketing effectiveness","level":4,"score":0.5144208073616028},{"id":"https://openalex.org/C3019136120","wikidata":"https://www.wikidata.org/wiki/Q2462428","display_name":"Two step","level":2,"score":0.5029849410057068},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.4418122470378876},{"id":"https://openalex.org/C98716237","wikidata":"https://www.wikidata.org/wiki/Q193959","display_name":"Marketing mix","level":2,"score":0.431117981672287},{"id":"https://openalex.org/C39453970","wikidata":"https://www.wikidata.org/wiki/Q7317267","display_name":"Return on marketing investment","level":3,"score":0.42377331852912903},{"id":"https://openalex.org/C70179600","wikidata":"https://www.wikidata.org/wiki/Q1416547","display_name":"Financial plan","level":2,"score":0.4105224907398224},{"id":"https://openalex.org/C195094911","wikidata":"https://www.wikidata.org/wiki/Q14167904","display_name":"Process management","level":1,"score":0.3290629982948303},{"id":"https://openalex.org/C10138342","wikidata":"https://www.wikidata.org/wiki/Q43015","display_name":"Finance","level":1,"score":0.09907767176628113},{"id":"https://openalex.org/C205649164","wikidata":"https://www.wikidata.org/wiki/Q1071","display_name":"Geography","level":0,"score":0.08727899193763733},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.059687644243240356},{"id":"https://openalex.org/C166957645","wikidata":"https://www.wikidata.org/wiki/Q23498","display_name":"Archaeology","level":1,"score":0.0},{"id":"https://openalex.org/C28826006","wikidata":"https://www.wikidata.org/wiki/Q33521","display_name":"Applied mathematics","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"pmh:oai:aleph.bib-bvb.de:BVB01-008788843","doi":null,"is_oa":false,"landing_page_url":"http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008788843&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"text"},{"id":"mag:1584025558","doi":null,"is_oa":false,"landing_page_url":"http://ci.nii.ac.jp/ncid/BA76192296","pdf_url":null,"source":null,"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":null}],"best_oa_location":null,"sustainable_development_goals":[],"sustainable_development_goals_aurora":[{"display_name":"Partnerships for the goals","score":0.44999998807907104,"id":"https://metadata.un.org/sdg/17"}],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W592558251","https://openalex.org/W3048375902","https://openalex.org/W647860341","https://openalex.org/W3116200923","https://openalex.org/W607906632","https://openalex.org/W1544997046","https://openalex.org/W637166377","https://openalex.org/W6983333867","https://openalex.org/W4249888328","https://openalex.org/W2366973409"],"abstract_inverted_index":{"The":[0],"Marketing":[1,11,27,32,39,49,55],"Plan":[2],"Mystique.":[3],"Step":[4,13,18,24,29,34,41,51,57],"1:":[5],"Planning":[6],"the":[7,54],"Development":[8],"of":[9],"a":[10],"Plan.":[12,40,50,56],"2:":[14],"Scanning":[15],"Your":[16,38,48],"Environment.":[17],"3:":[19],"Establishing":[20],"Goals":[21],"and":[22],"Objectives.":[23],"4:":[25],"Developing":[26,31],"Strategy.":[28],"5:":[30],"Tactics.":[33],"6:":[35],"Forecasting":[36],"for":[37,47],"7:":[42],"Calculating":[43],"Important":[44],"Financial":[45],"Ratios":[46],"8:":[52],"Presenting":[53],"9:":[58],"Implementation.":[59],"Appendices.":[60],"Index.":[61]},"counts_by_year":[{"year":2021,"cited_by_count":1},{"year":2020,"cited_by_count":1},{"year":2016,"cited_by_count":1},{"year":2015,"cited_by_count":2},{"year":2014,"cited_by_count":3},{"year":2013,"cited_by_count":1}],"updated_date":"2026-10-25T09:29:13.331239","created_date":"2016-06-24T00:00:00"}