Essential guide to marketing planning

By:

Wood, Marian Burk

Material type: Text

TextPublication details: Harlow : Financial Times Prentice Hall, 2007.Description: xvii, 268 pages : illustrationsISBN:

9780273713234
027371323X

Subject(s):

Marketing -- Planning

DDC classification:

658.8 WOO

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	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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