Essential guide to marketing planning
Author(s)
Bibliographic Information
Essential guide to marketing planning
Financial Times Prentice Hall, 2010
2nd ed
- : pbk
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Note
Includes index
Description and Table of Contents
Description
Essential Guide to Marketing Planning 2e 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.
Table of Contents
Chapter 1 Introduction to marketing planning today
Chapter 2 Analysing the current situation
Chapter 3 Analysing customers and markets
Chapter 4 Planning segmentation, targeting and positioning
Chapter 5 Planning direction, objectives and strategy
Chapter 6 Planning for products and brands
Chapter 7 Planning for pricing
Chapter 8 Planning for channels and logistics
Chapter 9 Planning for communications and influence
Chapter 10 Supporting the marketing mix
Chapter 11 Planning metrics and performance measurement
Chapter 12 Planning implementation and control
Appendix: Sample marketing plan: Lost Legends Luxury Chocolatier
Glossary
by "Nielsen BookData"