000 | 01482nam a2200181Ia 4500 | ||
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020 | _a9780273713234 | ||
020 | _a027371323X | ||
082 |
_a658.8 _bWOO |
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100 | _aWood, Marian Burk | ||
245 | _aEssential guide to marketing planning | ||
260 |
_aHarlow : _bFinancial Times Prentice Hall, _c2007. |
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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 |