Essential guide to marketing planning / / Marian Burk Wood
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| Autore: |
Wood Marian Burk
|
| Titolo: |
Essential guide to marketing planning / / Marian Burk Wood
|
| Pubblicazione: | Harlow : , : Pearson Education Limited, , 2013 |
| ©2013 | |
| Edizione: | Third edition. |
| Descrizione fisica: | 1 online resource (xxiii, 299 pages) : illustrations |
| Disciplina: | 658.802 |
| Soggetto topico: | Marketing - Planning |
| Note generali: | "Always Learning"--Cover. |
| Previous edition: 2010. | |
| Nota di bibliografia: | Includes bibliographical references and index. |
| Nota di contenuto: | 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. |
| Sommario/riassunto: | 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. |
| Altri titoli varianti: | Marian Burk Wood's essential guide to marketing planning |
| Marketing planning | |
| Titolo autorizzato: | Essential guide to marketing planning |
| ISBN: | 9781299803459 |
| 1299803458 | |
| 9780273773672 | |
| 0273773674 | |
| 9780273794837 | |
| 9780273773634 | |
| 0273773631 | |
| Formato: | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione: | Inglese |
| Record Nr.: | 9910150215603321 |
| Lo trovi qui: | Univ. Federico II |
| Opac: | Controlla la disponibilità qui |