Essential guide to marketing planning / Marian Burk Wood.
Material type: TextLanguage: English Publication details: Harlow, Eng. ; New York, NY : Pearson Financial Times, 2010Edition: 2nd edDescription: .xxii, 303 p. : ill. ; 25 cmContent type: ISBN: 9780273725763Subject(s): Marketing -- PlanningDDC classification: 658.802 LOC classification: HF5415.13 | .W656 2010Item type | Current library | Home library | Call number | URL | Status | Notes | Date due | Barcode | Item holds |
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Books | BUC | BUC | 658.802 WME (Browse shelf (Opens below)) | Available | D - 42 | 16607 | |||
Books | BUC | BUC | 658.802 WME (Browse shelf (Opens below)) | Link to resource | Available | D - 42 | 16385 |
Includes index.
Introduction to marketing planning today -- 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 communications and influence -- Supporting the marketing mix -- Planning metrics and performance measurement -- Planning implementation and control.
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