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101 0 $aeng
135   $aurcn#nnn|||||
181   $ctxt$2rdacontent
182   $cc$2rdamedia
183   $acr$2rdacarrier
200 10$aEssential guide to marketing planning /$fMarian Burk Wood
205   $aThird edition.
210  1$aHarlow :$cPearson Education Limited,$d2013.
210  4$dİ2013
215   $a1 online resource (xxiii, 299 pages) $cillustrations
300   $a"Always Learning"--Cover.
300   $aPrevious edition: 2010.
320   $aIncludes bibliographical references and index.
327   $aIntroduction 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.
330   $aThis 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.
517 1 $aMarian Burk Wood's essential guide to marketing planning
517 3 $aMarketing planning
606   $aMarketing$xPlanning
615  0$aMarketing$xPlanning.
676   $a658.802
700   $aWood$b Marian Burk$01212895
801  0$bPQKB
801  2$bAuAdUSA
906   $aBOOK
912   $a9910150215603321
996   $aEssential guide to marketing planning$92801045
997   $aUNINA