Essential guide to marketing planning

Wood, Marian Burk

Essential guide to marketing planning - Harlow : Financial Times Prentice Hall, 2007. - xvii, 268 pages : illustrations ;

Includes index

Ch. 1. Introduction to marketing planning --
Ch. 2. Analysing the current situation --
Ch. 3. Analysing customers and markets --
Ch. 4. Planning segmentation, targeting and positioning --
Ch. 5. Planning direction, objectives and strategy --
Ch. 6. Planning for products and brands --
Ch. 7. Planning for pricing --
Ch. 8. Planning for channels and logistics --
Ch. 9. Planning for integrated marketing communication --
Ch. 10. Supporting the marketing mix --
Ch. 11. Planning to measure performance --
Ch. 12. Controlling marketing and implementation --
App. Sample marketing plan : Lost Legends Luxury Chocolatier.

"Essential Guide to Marketing Planning takes you step-by-step through the planning process. Packed with real-life examples, up-to-date marketing ideas and a detailed sample plan, Marian Burk Wood's friendly, no-nonsense approach gives you exactly what you need to succeed. It offers you practical guidance in how to research, prepare and present a great marketing plan."--BOOK JACKET.

9780273713234 027371323X


Marketing -- Planning.

658.8 / WOO

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