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Marketing planning : principles into practice / Marian Burk Wood.

By: Material type: TextTextPublication details: Harlow : Financial Times Prentice Hall, 2004.Description: 379 p. ; 25cmISBN:
  • 9780273686798 pbk
  • 9780273686798 pbk
Subject(s):
Partial contents:
Introduction to marketing planning -- Analysing the current situation -- Analysing markets and customers -- Planning segmentation, targeting and positioning -- Setting a direction, objectives and marketing strategy -- Developing product and brand strategy -- Developing channel and logistics strategy -- Developing integrated marketing communication strategy -- Supporting the marketing mix -- Planning to measure progress and performance -- Controlling marketing and implementation
Summary: The first step on the road to marketing success in today's highly dynamic environment is a creative, realistic marketing plan. This text guides student marketers through the actual planning process step-by-step.
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Holdings
Item type Current library Collection Call number Status Date due Barcode
General General ATU Mayo General Shelves Check catalogue for eBook edition 658.8 WOO (Browse shelf(Opens below)) Available J140808
General General ATU Mayo General Shelves Check catalogue for eBook edition 658.8 WOO (Browse shelf(Opens below)) Available J136617
General General ATU Mayo General Shelves Check catalogue for eBook edition 658.8 WOO (Browse shelf(Opens below)) Available J136618

Includes index.

Introduction to marketing planning -- Analysing the current situation -- Analysing markets and customers -- Planning segmentation, targeting and positioning -- Setting a direction, objectives and marketing strategy -- Developing product and brand strategy -- Developing channel and logistics strategy -- Developing integrated marketing communication strategy -- Supporting the marketing mix -- Planning to measure progress and performance -- Controlling marketing and implementation

The first step on the road to marketing success in today's highly dynamic environment is a creative, realistic marketing plan. This text guides student marketers through the actual planning process step-by-step.

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