Essential Guide to Marketing Planning

Marian Burk Wood (Autor)

Buch | Softcover

328 Seiten

2013 | 3rd New edition
Pearson (Verlag)
978-0-273-77363-4 (ISBN)

Infos

Essential Guide to Marketing Planning 3e takes the reader step-by-step through the process of developing a creative, effective marketing plan for any product. Packed with real-life examples, up-to-date marketing ideas and a detailed sample plan, Marian Burk Wood's friendly no-nonsense approach offers practical guidance on how to research, prepare and present a great marketing plan.



This text includes examples of marketing in action from well-known organisations, practical exercises to allow the reader to apply their knowledge and case studies with questions to reinforce understanding of the concepts and strengthen planning skills.

Inhalt

Chapter 1 Introduction to marketing planning today

Chapter 2 Analysing the current situation

Chapter 3 Analysing customers and markets

Chapter 4 Segmenting, targeting and positioning

Chapter 5 Planning direction and objectives

Chapter 6 Planning for products and brands

Chapter 7 Planning for pricing

Chapter 8 Planning for channels and logistics

Chapter 9 Planning for communications and influence

Chapter 10 Supporting the marketing mix

Chapter 11 Planning metrics and performance measurement

Chapter 12 Planning implementation and control

Appendix: Sample marketing plan: Lost Legends Luxury Chocolatier

Produkt-Details

• Erscheint lt. Verlag: 15.7.2013
• Sprache: englisch
• Maße: 189 x 245 mm
• Gewicht: 584 g
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• ISBN-10: 0-273-77363-1 / 0273773631
• ISBN-13: 978-0-273-77363-4 / 9780273773634
• Zustand: Neuware