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

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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.