Marketing Planning

Principles into Practice

Marian Burk Wood (Autor)

Media-Kombination

408 Seiten

2004
Financial Times Prentice Hall
978-0-273-68679-8 (ISBN)

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"Marian Burk Wood's in-depth knowledge of marketing planning is brought to life in this new book which offers a no-nonsense practical approach to the topic.

This new text leads students step-by-step through the process of preparing a realistic, practical and effective marketing plan. Principles are presented in the context of application, with 24 cases (such as Ryanair, Ciba Speciality Chemicals, HSBC, Orange, Danone and Ducati) and dozens of Marketing in Action extended examples. Students can sharpen their marketing skills by studying the detailed sample marketing plan in Appendix 1 and gain hands-on experience in developing marketing plans using the Marketing Plan Pro software included with this text.

1 Introduction to marketing planning
2 Analysing the current situation
3 Analysing markets and customers
4 Planning segmentation, targeting and positioning
5 Setting direction, objectives and marketing strategy
6 Developing product and brand strategy
7 Developing channel and logistics strategy
8 Developing price strategy
9 Developing integrated marketing communication strategy
10 Supporting the marketing mix
11 Planning to measure progress and performance
12 Controlling marketing and implementation
Appendix 1 Sample marketing plan
Appendix 2 Glossary

Erscheint lt. Verlag	13.5.2004
Verlagsort	Harlow
Sprache	englisch
Maße	246 x 189 mm
Gewicht	798 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	0-273-68679-8 / 0273686798
ISBN-13	978-0-273-68679-8 / 9780273686798
Zustand	Neuware