Essential Guide to Marketing Planning
4th Edition
Published on 23. February 2017
1 pages
978-1-292-18638-2 (ISBN)
Description
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. The full text downloaded to your computer
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The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.
With eBooks you can:
search for key concepts, words and phrases
make highlights and notes as you study
share your notes with friends
eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps.
Upon purchase, you'll gain instant access to this eBook.
Time limit
The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.
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More details
Edition
4th edition
Language
English
Place of publication
United Kingdom
Target group
Professional and scholarly
ISBN-13
978-1-292-18638-2 (9781292186382)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Marian Wood | Marian Burk Wood
Essential guide to marketing planning
Book
02/2017
4th Edition
Pearson Education Limited
€57.13
Shipment within 10-20 days
Person
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.
Content
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
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
