TY  - BOOK
AU  - Wood, Marian Burk.
ED  - Marian Burk Wood.
TI  - Essential guide to marketing planning
SN  - 9780273713234
AV  - HF5415.13.W66 
N1  - 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
ER  -