TY  - BOOK
AU  - Burk Wood, Marian
TI  - Essential guide to marketing planning
SN  - 9780273725763
PY  - 2010///
CY  - 
PB  - Pearson Prentice Hall
KW  - HF COMMERCE
KW  - Marketing
KW  - Planning
N1  - 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.--
N2  - 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
ER  -