Essential guide to marketing planning

By: Wood, Marian BurkMaterial type: TextTextPublication details: Harlow : Financial Times Prentice Hall, 2007Description: xvii, 268 pages : illustrationsISBN: 9780273713234 ; 027371323XSubject(s): Marketing -- PlanningDDC classification: 658.8
Contents:
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.
Summary: "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.
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Holdings
Item type Current library Collection Call number Status Date due Barcode Item holds
Reference Books Reference Books Main Library
Reference 		Reference 658.8 WOO (Browse shelf(Opens below)) Available 010628
Total holds: 0

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.

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