Essential guide to marketing planning /
Wood, Marian Burk.
Essential guide to marketing planning / Marian Burk Wood. - 3rd ed. - Harlow, Eng. : Pearson, c2013 - xxiii, 299 p. : ill. ; 25 cm.
Includes bibliographic references and 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.
9780273773634
2010009679
Marketing--Planning.
HF5415.13 / .W656 2013
658.8/02
Essential guide to marketing planning / Marian Burk Wood. - 3rd ed. - Harlow, Eng. : Pearson, c2013 - xxiii, 299 p. : ill. ; 25 cm.
Includes bibliographic references and 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.
9780273773634
2010009679
Marketing--Planning.
HF5415.13 / .W656 2013
658.8/02