Essential Guide to Marketing Planning

By Marian Burk Wood
September 2007
Prentice Hall / Financial Times
Distributed By Trans-Atlantic Publications
ISBN: 9780273713234
288 Pages, Illustrated, 7 1/2 x 9 3/4"
$42.50 paper original

Essential Guide to Marketing Planning takes you step-by-step through the planning process. Packed with real-life examples, up-to-date marketing ideas and a detailed sample plan, Marian Burk Wood's friendly no-nonsense approach gives you exactly what you need to succeed. It offers you practical guidance in how to research, prepare and present a great marketing plan.
About the author
Publisher’s acknowledgements

Chapter 1 Introduction to marketing planning
Chapter 2 Analyzing the current situation
Chapter 3 Analyzing customers and markets
Chapter 4 Planning segmentation, targeting and positioning
Chapter 5 Planning direction, objectives and strategy
Chapter 6 Planning for products and brands
Chapter 7 Planning for pricing
Chapter 8 Planning for channels and logistics
Chapter 9 Planning for integrated marketing communication
Chapter 10 Supporting the marketing mix
Chapter 11 Planning to measure performance
Chapter 12 Controlling marketing and implementation
Appendix: Sample marketing plan: Lost Legends Luxury Chocolatier



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