Essential guide to marketing planning
Burk Wood, Marian
Essential guide to marketing planning Marian Burk Wood's essential guide to marketing planning - Harlow : Prentice-Hall, 2007 - xviv, 268p.
1. Introduction to marketing planning ; 2. Analysing the current situation ; 3. Analysing customers and markets ; 4. Planning segmentation, targeting and positioning ; 5. Planning direction, objectives and strategy ; 6. Planning for products and brands ; 7. Planning for pricing ; 8. Planning for channels and logistics ; 9. Planning for integrated marketing communication ; 10. Supporting the marketing mix ; 11. Planning to measure performance ; 12. Controlling marketing and implementation ; Appendix: sample marketing plan
9780273713234 (pbk.)
Marketing
Marketing communication
Market analysis
Publicity
Advertising
HF 800
Essential guide to marketing planning Marian Burk Wood's essential guide to marketing planning - Harlow : Prentice-Hall, 2007 - xviv, 268p.
1. Introduction to marketing planning ; 2. Analysing the current situation ; 3. Analysing customers and markets ; 4. Planning segmentation, targeting and positioning ; 5. Planning direction, objectives and strategy ; 6. Planning for products and brands ; 7. Planning for pricing ; 8. Planning for channels and logistics ; 9. Planning for integrated marketing communication ; 10. Supporting the marketing mix ; 11. Planning to measure performance ; 12. Controlling marketing and implementation ; Appendix: sample marketing plan
9780273713234 (pbk.)
Marketing
Marketing communication
Market analysis
Publicity
Advertising
HF 800