ENGLISH

Essential guide to marketing planning

By Marian Burk Wood

Book information

Publisher
Financial Times Prentice Hall
Year
2010
ISBN
978-0-273-72576-3, 0273725769
Language
english
Format
PDF
Filesize
2 MB (2206018 bytes)
Edition
2nd Edition
Pages
xxii, 303 p. : ill. ; 25 cm\329
Time added
2014-05-28 20:34:30
PR;Управление маркетингомМаркетингреклама

Description

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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