Essential guide to marketing planning

Contributor(s):

Burk Wood, Marian [Author]

Material type: Text

TextLanguage: English Publication details: Pearson Prentice Hall, 2010Edition: 2ª edDescription: xx + 303 p. ; 24 mISBN:

9780273725763

Subject(s):

Contents:

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.--

Summary: 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.

Holdings ( 1 )
Title notes ( 2 )

Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Book	TBS Barcelona Libre acceso	HF5415.13 BUR (Browse shelf(Opens below))	Available		B04611

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.