Essential Guide to Marketing
Planning, 3rd ed.

Book Title

By: Marian Burk Wood
January 2014
Pearson Education
Distributed by Trans-Atlantic Publications Inc.
ISBN: 9780273773634
299 Pages, Illustrated
$57.50 Paper Original


Essential Guide to Marketing Planning 3e takes the reader step-by-step through the process of developing a creative, effective marketing plan for any product. Packed with real-life examples, up-to-date marketing ideas and a detailed sample plan, Marian Burk Wood's friendly no-nonsense approach offers practical guidance on how to research, prepare and present a great marketing plan.

This text includes examples of marketing in action from well-known organisations, practical exercises to allow the reader to apply their knowledge and case studies with questions to reinforce understanding of the concepts and strengthen planning skills.


Chapter 1 Introduction to marketing planning today

Chapter 2 Analysing the current situation

Chapter 3 Analysing customers and markets

Chapter 4 Segmenting, targeting and positioning

Chapter 5 Planning direction and objectives

Chapter 6 Planning for products and brands

Chapter 7 Planning for pricing

Chapter 8 Planning for channels and logistics

Chapter 9 Planning for communications and influence

Chapter 10 Supporting the marketing mix

Chapter 11 Planning metrics and performance measurement

Chapter 12 Planning implementation and control

Appendix: Sample marketing plan: Lost Legends Luxury Chocolatier