Essential guide to marketing planning /
Wood, Marian Burk. 2007.
Essential guide to marketing planning / Marian Burk Wood. - xvii,268p.: ills.; 25cm.
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.
Includes index.
9780273713234
HF5415.13.W66
Essential guide to marketing planning / Marian Burk Wood. - xvii,268p.: ills.; 25cm.
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.
Includes index.
9780273713234
HF5415.13.W66