Essential Guide To Marketing Planning

This textbook 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.

Content: 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.

Abstract: This textbook 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