000 01482nam a2200181Ia 4500
020 _a9780273713234
020 _a027371323X
082 _a658.8
_bWOO
100 _aWood, Marian Burk
245 _aEssential guide to marketing planning
260 _aHarlow :
_bFinancial Times Prentice Hall,
_c2007.
300 _axvii, 268 pages :
_billustrations ;
500 _aIncludes index
505 _aCh. 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.
520 _a"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.
650 _aMarketing -- Planning.
942 _cREF
999 _c39636
_d39636