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Essential guide to marketing planning / Marian Burk Wood.

By: Material type: TextTextPublication details: Harlow : Financial Times Prentice Hall, 2007.Description: 288 p. : ill. ; 25 cmISBN:
  • 9780273713234 (pbk.) :
  • 9780273713234 (pbk.) :
Subject(s): DDC classification:
  • 658.802 WOO
LOC classification:
  • HF5415.13
Contents:
Preface About the author Publisher's acknowledgements Chapter 1 Introduction to marketing planning Chapter 2 Analysing the current situation Chapter 3 Analysing customers and markets Chapter 4 Planning segmentation, targeting and positioning Chapter 5 Planning direction, objectives and strategy Chapter 6 Planning for products and brands Chapter 7 Planning for pricing Chapter 8 Planning for channels and logistics Chapter 9 Planning for integrated marketing communication Chapter 10 Supporting the marketing mix Chapter 11 Planning to measure performance Chapter 12 Controlling marketing and implementation Appendix: Sample marketing plan: Lost Legends Luxury Chocolatier Glossary Index
Summary: This book provides practical guidance in how to research, prepare and present a great marketing plan.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.802 WOO (Browse shelf(Opens below)) 1 Available 206130
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.802 WOO (Browse shelf(Opens below)) 1 Available 206129
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.802 WOO (Browse shelf(Opens below)) 1 Checked out 02/10/2020 206128
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.802 WOO (Browse shelf(Opens below)) 1 Available 206127

Includes bibliographical references and index.

Preface About the author Publisher's acknowledgements Chapter 1 Introduction to marketing planning Chapter 2 Analysing the current situation Chapter 3 Analysing customers and markets Chapter 4 Planning segmentation, targeting and positioning Chapter 5 Planning direction, objectives and strategy Chapter 6 Planning for products and brands Chapter 7 Planning for pricing Chapter 8 Planning for channels and logistics Chapter 9 Planning for integrated marketing communication Chapter 10 Supporting the marketing mix Chapter 11 Planning to measure performance Chapter 12 Controlling marketing and implementation Appendix: Sample marketing plan: Lost Legends Luxury Chocolatier Glossary Index

This book provides practical guidance in how to research, prepare and present a great marketing plan.

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