Wood, Marian Burk.
Essential guide to marketing planning / Marian Burk Wood. - 2nd ed. - Harlow, Eng. ; New York, NY : Pearson Financial Times, c2010. - xx, 303 p. : ill. ; 25 cm.
Includes index.
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.
9780273725763 (pbk.)
2010009679
Marketing--Planning.
HF5415.13 / .W656 2010
658.8/02
Essential guide to marketing planning / Marian Burk Wood. - 2nd ed. - Harlow, Eng. ; New York, NY : Pearson Financial Times, c2010. - xx, 303 p. : ill. ; 25 cm.
Includes index.
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.
9780273725763 (pbk.)
2010009679
Marketing--Planning.
HF5415.13 / .W656 2010
658.8/02