Essential Guide To Marketing Planning
This textbook 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.
Content: Introduction to marketing planning today --
Analysing the current situation --
Analysing customers and markets --
Planning segmentation, targeting, and positioning --
Planning direction, objectives, and strategy --
Planning for products and brands --
Planning for pricing --
Planning for channels and logistics --
Planning for communications and influence --
Supporting the marketing mix --
Planning metrics and performance measurement --
Planning implementation and control.
Abstract: This textbook 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
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