Essential guide to marketing planning 3rd Edition by Marion Burk Wood ISBN 0273773631 978-0273773634 by Wood, Marian Burk 9780273773634, 9780273773672, 9780273794837, 0273773631, 0273773674, 0273794833 instant download after payment.

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Product details:

ISBN 10: 0273773631

ISBN 13: 978-0273773634 

Author: Marion Burk Wood

Essential Guide to Marketing Planning 3e takes the reader step-by-step through the process of developing a creative, effective marketing plan for any product. Packed with real-life examples, up-to-date marketing ideas and a detailed sample plan, Marian Burk Wood's friendly no-nonsense approach offers practical guidance on how to research, prepare and present a great marketing plan.

This text includes examples of marketing in action from well-known organisations, practical exercises to allow the reader to apply their knowledge and case studies with questions to reinforce understanding of the concepts and strengthen planning skills.

Table of contents:

1. Introduction to Marketing Planning Today

2. Analysing the Current Situation

3. Analysing Customers and Markets

4. Segmenting, Targeting and Positioning

5. Planning Direction and Objectives

6. Planning for Products and Brands

7. Planning for Pricing

8. Planning for Channels and Logistics

9. Planning for Communications and Influence

10. Supporting the Marketing Mix

11. Planning Metrics and Performance Measurement

12. Planning Implementation and Control

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Tags: Marion Burk Wood, Marketing Planning, Essential Guide