03008oam 2200613 450 991015021560332120230803021446.09781299803459electronic book1299803458electronic book9780273773672epub0273773674electronic book9780273794837electronic book9780273773634paperback0273773631paperback(CKB)2550000001111704(SSID)ssj0001173198(PQKBManifestationID)12373683(PQKBTitleCode)TC0001173198(PQKBWorkID)11104108(PQKB)11584253(OCoLC)856625609(MiAaPQ)EBC5137452(Au-PeEL)EBL5137452(CaONFJC)MIL511596(OCoLC)941214487(EXLCZ)99255000000111170420160829h20132013 uy 0engurcn#nnn|||||txtrdacontentcrdamediacrrdacarrierEssential guide to marketing planning /Marian Burk WoodThird edition.Harlow :Pearson Education Limited,2013.©20131 online resource (xxiii, 299 pages) illustrations"Always Learning"--Cover.Previous edition: 2010.Includes bibliographical references and index.Introduction to markteing planning today -- Analysing the current situation -- Analysing customers and markets -- Segmenting, targeting and positioning -- Planning direction and objects -- 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 -- Appendix: Sample marketing plan : Lost Legends Luxury Chocolatier.This text 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, the author'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.Marian Burk Wood's essential guide to marketing planningMarketing planningMarketingPlanningMarketingPlanning.658.802Wood Marian Burk1212895PQKBAuAdUSABOOK9910150215603321Essential guide to marketing planning2801045UNINA