TY - BOOK AU - Wood, Marian Burk TI - Essential guide to marketing planning SN - 9780273713234 U1 - 658.8 PY - 2007/// CY - Harlow : PB - Financial Times Prentice Hall, KW - Marketing -- Planning N1 - 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 N2 - "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 ER -