LEADER 01459nam 2200349 n 450 001 996397847103316 005 20221108025952.0 035 $a(CKB)4940000000065639 035 $a(EEBO)2240857031 035 $a(UnM)99849924 035 $a(EXLCZ)994940000000065639 100 $a19920214d1637 uy | 101 0 $alat 135 $aurbn||||a|bb| 200 00$aProtestatio serenissimi & celsissimi principis Caroli Ludovici, comitis Palatini ad Rhenum, Sacri Romani Imperii Archidapiferi, & Electoris, Ducis Bavarić, &c$b[electronic resource] 210 $aImpressum Londini $c[by A. Griffin], sumptibus Richardi Whitakeri$dM DC XXXVII. [1637] 215 $a[2], 16 p 300 $aPrinter's name from STC. 300 $aThe roman numeral date is made with turned C's. 300 $aPossibly intended to be issued with STC 5050.2: Charles Louis. A protestation of .. Prince Charles Lodowicke.--STC. 300 $aReproduction of the original in the Bodleian Library. 330 $aeebo-0014 607 $aPalatinate (Germany)$xHistory 700 $aKarl Ludwig$cElector Palatine,$f1617-1680.$01002246 801 0$bCu-RivES 801 1$bCu-RivES 801 2$bCStRLIN 801 2$bWaOLN 906 $aBOOK 912 $a996397847103316 996 $aProtestatio serenissimi & celsissimi principis Caroli Ludovici, comitis Palatini ad Rhenum, Sacri Romani Imperii Archidapiferi & Electoris, Ducis Bavarić, &c$92395449 997 $aUNISA LEADER 11117oam 2200529 450 001 9910160277903321 005 20230810001758.0 010 $a1-292-18638-0 010 $a1-292-11754-0 035 $a(MiAaPQ)EBC5833757 035 $a(MiAaPQ)EBC5186047 035 $a(MiAaPQ)EBC5187408 035 $a(MiAaPQ)EBC5137453 035 $a(MiAaPQ)EBC6400510 035 $a(Au-PeEL)EBL5137453 035 $a(OCoLC)969436960 035 $a(EXLCZ)993710000001025917 100 $a20210428d2017 uy 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aEssential guide to marketing planning /$fMarian Burk Wood 205 $aFourth edition. 210 1$aHarlow, England ;$aNew York, United States :$cPearson,$d[2017] 210 4$d©2017 215 $axxiii, 302p. $cill. (b&w) 320 $aIncludes bibliographical references and index. 327 $aCover -- Brief Contents -- Contents -- Preface -- About the author -- Acknowledgements -- 1 Introduction to marketing planning -- Chapter preview: Marketing at Primark® -- The role of marketing planning -- The benefits of marketing planning -- Marketing in practice: Red Nose Day® -- The dynamic marketing plan -- The process of marketing planning -- Stage 1: Analyse the current situation -- Stage 2: Research and analyse markets and customers -- Essential checklist No. 1: Situational analysis -- Stage 3: Determine segmentation, targeting and positioning -- Stage 4: Set marketing plan direction and objectives -- Stage 5: Plan strategies, programmes and support -- Product and branding -- Marketing in practice: Nestle? KitKat® -- Price -- Channel and logistics -- Marketing communications and influence -- Marketing support -- Stage 6: Plan to measure progress and performance -- Stage 7: Implement, control and evaluate the plan -- Documenting a marketing plan -- Internal audit: The starting point for planning -- Three levels of planning for strategy -- Marketing and the mission statement -- Marketing in practice: Walmart® -- Essential checklist No. 2: The mission statement -- Chapter summary -- A closer look: Marketing at Primark® -- Apply your knowledge -- Build your own marketing plan -- Endnotes -- 2 Analysing the current situation -- Chapter preview: Marketing at Loreal -- Environmental scanning and analysis -- Internal audit: identifying strengths and weaknesses -- External audit: identifying opportunities and threats -- SWOT analysis -- Marketing in practice: Experian® -- Analysing the internal environment -- Organisational resources and capabilities -- Current offerings -- Previous performance -- Marketing in practice: Coles® -- Business relationships -- Key issues -- Essential checklist No. 3: The internal environment. 327 $aAnalysing the external environment -- Political factors -- Economic factors -- Social, cultural and ethical factors -- Technological factors -- Legal factors -- Ecological factors -- Competitive factors -- Marketing in practice: Michelin® -- Essential checklist No. 4: The external environment -- Chapter summary -- A closer look: Marketing at Loreal -- Apply your knowledge -- Build your own marketing plan -- Endnotes -- 3 Analysing customers and markets -- Chapter preview: Marketing at Ryanair® -- Analysing consumer and business markets -- Market definition -- Market changes -- Market share -- Marketing in practice: Specsavers® -- Analysing customers in consumer markets -- Characteristics and needs -- Cultural elements -- Social connections and opinion leaders -- Personal elements -- Marketing in practice: Nappies in China -- Essential checklist No. 5: Analysing customers in consumer markets -- Analysing customers in business markets -- Characteristics and needs -- Organisational and environmental considerations -- Internal and external relationships -- Marketing in practice: Samsung® Electronics -- Essential checklist No. 6: Analysing customers in business markets -- Researching markets and customers -- Primary and secondary research data -- Conducting marketing research -- Chapter summary -- A closer look: Marketing at Ryanair® -- Apply your knowledge -- Build your own marketing plan -- Endnotes -- 4 Segmenting, targeting and positioning -- Chapter preview: Marketing at Nike® -- Benefits of segmentation, targeting and positioning -- The market segmentation process -- Choose the market -- Apply segmentation variables in consumer markets -- Marketing in practice: Whitbread's Premier Inn® -- Apply segmentation variables in business markets -- Marketing in practice: BASF® -- Evaluate and select segments for targeting. 327 $aEssential checklist No. 7: Evaluating market segments -- The targeting process -- Undifferentiated marketing -- Differentiated marketing -- Marketing in practice: BMW® Group -- Concentrated marketing -- Individualised marketing -- Segment personas -- The positioning process -- Deciding on differentiation -- Applying positioning -- Essential checklist No. 8: Planning for positioning -- Chapter summary -- A closer look: Marketing at Nike® -- Apply your knowledge -- Build your own marketing plan -- Endnotes -- 5 Planning direction and objectives -- Chapter preview: Marketing at Lego® Group -- Marketing plan direction -- Growth strategies -- Non-growth strategies -- Marketing plan objectives -- Types of objectives -- Financial objectives -- Marketing objectives -- Marketing in practice: Danone® -- Societal objectives -- Marketing in practice: Bring back the bees -- Characteristics of effective objectives -- Marketing in practice: Hyundai® -- Essential checklist No. 9: Evaluating objectives -- From objectives to marketing-mix decisions -- Chapter summary -- A closer look: Marketing at Lego® Group -- Apply your knowledge -- Build your own marketing plan -- Endnotes -- 6 Planning for products and brands -- Chapter preview: Marketing at Reckitt Benckiser® -- Planning for products -- Product-mix and product-line decisions -- Cannibalisation -- Marketing in practice: Competition and cannibalisation -- Limited-time and limited-edition products -- Product life-cycle decisions -- New product development decisions -- Marketing in practice: Tesla Motors® -- Product attribute decisions -- Quality and performance decisions -- Feature and benefit decisions -- Design decisions -- Packaging and labelling decisions -- Essential checklist No. 10: Planning for products -- Planning for brands -- Brand identity -- Marketing in practice: Private brands -- Brand meaning. 327 $aBrand response -- Brand relationship -- Rebranding -- Essential checklist No. 11: Planning for brands -- Chapter summary -- A closer look: Marketing at Reckitt Benckiser® -- Apply your knowledge -- Build your own marketing plan -- Endnotes -- 7 Planning for pricing -- Chapter preview: Marketing at IKEA® -- Understanding price and value -- Perceptions of value -- Marketing in practice: LVMH® -- Pricing based on value -- Analysing influences on pricing decisions -- Internal influences -- Organisational and marketing plan objectives -- Costs -- Targeting and positioning -- Marketing in practice: Poundland® -- Product decisions and life cycle -- Marketing-mix decisions -- Essential checklist No. 12: Pricing through the product life cycle -- External influences -- Customers -- Market and demand -- Marketing in practice: Walt Disney® -- Competition -- Channel members -- Legal, regulatory, ethical and sustainability considerations -- Making pricing decisions -- Setting pricing objectives -- Pricing new products -- Pricing multiple products -- Adapting prices -- Planning for prices to vary -- Chapter summary -- A closer look: Marketing at IKEA® -- Apply your knowledge -- Build your own marketing plan -- Endnotes -- 8 Planning for channels and logistics -- Chapter preview: Marketing at Burberry® -- Analysing the value chain -- The value chain for services -- Flows and responsibilities in the value chain -- Reverse channels -- Planning for channels -- Marketing in practice: Uniqlo® -- Channel length decisions -- Marketing in practice: Amazon.com -- Channel member decisions -- Retail trends -- Marketing in practice: Pop-up shops -- Essential checklist No. 13: Planning for marketing channels -- Planning for logistics -- Inventory decisions -- Storage decisions -- Transportation decisions -- Order processing and fulfilment decisions. 327 $aEssential checklist No. 14: Planning for logistics -- Chapter summary -- A closer look: Marketing at Burberry® -- Apply your knowledge -- Build your own marketing plan -- Endnotes -- 9 Planning for communications and influence -- Chapter preview: Marketing at Hyundai® -- The role of marketing communications and influence -- Word of mouth and buzz marketing -- Understanding marketing communications tools -- Advertising -- Sales promotion -- Personal selling -- Direct marketing -- Public relations -- Marketing in practice: Unilever® -- Developing a plan for marketing communications and influence -- Define the target audience -- Set the objectives and the budget -- Consider legal, regulatory, social and ethical issues -- Plan for tools, messages and media -- Plan for pre- and post-implementation analysis -- Schedule, implement and evaluate the campaign -- Marketing in practice: Neuromarketing and advertising -- Integrated marketing communications -- Planning advertising -- Planning messages -- Planning media -- Essential checklist No. 15: Planning for media -- Planning sales promotion -- Planning for customer sales promotion -- Marketing in practice: Birchbox® -- Planning for channel and sales force sales promotion -- Essential checklist No. 16: Planning for sales promotion -- Planning personal selling -- Planning direct marketing -- Planning public relations -- Defining the 'public' -- Planning and evaluating PR activities -- Chapter summary -- A closer look: Marketing at Hyundai® -- Apply your knowledge -- Build your own marketing plan -- Endnotes -- 10 Planning for digital, social media and mobile marketing -- Chapter preview: Marketing at Domino's® -- Planning for digital marketing -- Digital advertising and ad blockers -- Websites and optimisation -- Content marketing -- Essential checklist No. 17: Planning for content marketing. 327 $aE-mail and chat marketing. 330 $aUse 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. 606 $aMarketing$xPlanning 615 0$aMarketing$xPlanning. 676 $a658.802 700 $aWood$b Marian Burk$01212895 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bUtOrBLW 906 $aBOOK 912 $a9910160277903321 996 $aEssential guide to marketing planning$92801045 997 $aUNINA