Essential guide to marketing planning

Marian Wood, Marian Burk Wood (Autoren)

Buch | Softcover

328 Seiten

2017 | 4th edition
Pearson Education Limited (Verlag)
978-1-292-11752-2 (ISBN)

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Use this 4th edition to gain insights from the experiences of marketers worldwide and apply your knowledge to develop a marketing plan of your own. Chapters guide you through researching your market, analysing your competitive situation, objectives setting and deciding on marketing strategies to develop a creative, effective marketing plan for any product.

Marian Burk Wood, M.B.A., has held vice-presidential level positions in corporate and non-profit marketing with Citibank, JP Morgan Chase and the National Retail Federation. Her popular US book, The Marketing Plan Handbook, has introduced marketing planning to thousands of students worldwide.

Chapter 1 Introduction to marketing planning
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 Planning for digital, social and mobile marketing
Chapter 11 Supporting the marketing strategy
Chapter 12 Planning for implementation, metrics and control
Appendix: Sample marketing plan for Lost Legends Luxury Chocolatier
Glossary
Index

Erscheinungsdatum	24.02.2017
Verlagsort	Harlow
Sprache	englisch
Maße	191 x 248 mm
Gewicht	638 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	1-292-11752-4 / 1292117524
ISBN-13	978-1-292-11752-2 / 9781292117522
Zustand	Neuware