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Essential guide to marketing planning / Marian Burk Wood

By: Material type: TextTextPublication details: Harlow ; London : Financial Times Prentice Hall, [2007]Description: xvii, 268 p. : ill. ; 25 cmISBN:
  • 9780273713234
Subject(s):
Partial contents:
Introduction to marketing planning -- Analysing the current situation -- Analysing customers and markets -- Planning segmentation, targeting and positioning -- Planning direction, objectives and strategy -- Planning for products and brands -- Planning for pricing -- Planning for channels and logistics -- Planning for integrated marketing communication -- Supporting the marketing mix -- Planning to measure performance -- Controlling marketing and implementation
Summary: This book provides practical guidance in how to research, prepare and present a great marketing plan.
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Holdings
Item type Current library Collection Call number Status Date due Barcode
General General ATU Dublin Road General Shelves Check catalogue for eBook edition 658.802 WOO (Browse shelf(Opens below)) Available G108048
General General ATU Mayo General Shelves Check catalogue for eBook edition 658.802 WOO (Browse shelf(Opens below)) Available J142084
General General ATU Mayo General Shelves Check catalogue for eBook edition 658.802 WOO (Browse shelf(Opens below)) Available J142083
General General ATU Mayo General Shelves Check catalogue for eBook edition 658.802 WOO (Browse shelf(Opens below)) Available J142082

Includes bibliographical references and index

Introduction to marketing planning -- Analysing the current situation -- Analysing customers and markets -- Planning segmentation, targeting and positioning -- Planning direction, objectives and strategy -- Planning for products and brands -- Planning for pricing -- Planning for channels and logistics -- Planning for integrated marketing communication -- Supporting the marketing mix -- Planning to measure performance -- Controlling marketing and implementation

This book provides practical guidance in how to research, prepare and present a great marketing plan.

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