Wood, Marian Burk. 2007 creator Marian Burk Wood creator text monographic eng

print

xvii,268p.: ills.; 25cm. Marian Burk Wood. 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. HF5415.13.W66 9780273713234 230619 20230619130638.0