Essential guide to marketing planning

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This textbook 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.

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Title Statements

Full title :Essential guide to marketing planning / Marian Burk Wood.

Summary

Edition Statements

Publication Date:2013.
Edition:3rd edition

Publication Statements

Publisher(s):Pearson
Place of Publication:Harlow, England
Language:eng
Publication Date:2013.

Notes

Previous edition: Harlow: Financial Times Prentice Hall, 2010.

The Physical Object

Description:xxiii, 299 pages ; : 25 cm

Edition Identifiers

ISBN:9780273773634, 0273773631
oclc:ocn827266811
LC Classification:HF
Dewey Decimal:658.802

Analysing the current situation -- Analysing customers and markets -- Segmenting, targeting and positioning -- Planning direction and objects -- Planning for products and brands -- Planning for pricing -- Planning for channels and logistics -- Planning for communications and influence -- Supporting the marketing mix -- Planning metrics and performance measurement -- Planning implementation and control -- Sample marketing plan : Lost Legends Luxury Chocolatier.