Essential guide to marketing planning / Marian Burk Wood.
Material type:
TextPublisher: Harlow, England ; New York : Pearson, [2017]Edition: Fourth editionDescription: 1 online resource (302 pages, illustrations)Content type: - text
- computer
- online resource
- 9781292117546
- 1292117540
- 658.802 WOO 22
Contents:
Summary: "Use this 4th edition to gain insights from the experiences of marketers worldwide and apply your knowledge to develop a marketing plan of your own. Chapters guide you through researching your market, analysing your competitive situation, objectives setting and deciding on marketing strategies to develop a creative, effective marketing plan for any product." -- Provided by publisher.
1 Introduction to marketing planning -- 2 Analysing the current situation -- 3 Analysing customers and markets -- 4 Segmenting, targeting and positioning -- 5 Planning direction and objectives -- 6 Planning for products and brands -- 7 Planning for pricing -- 8 Planning for channels and logistics -- 9 Planning for communications and influence -- 10 Planning for digital, social media and mobile marketing -- 11 Supporting the marketing strategy -- 12 Planning for implementation, metrics and control -- Appendix: Sample marketing plan: Lost Legends Luxury Chocolatier -- Glossary -- Index.
| Item type | Current library | Collection | Call number | URL | Copy number | Status | Date due | Barcode | Item reserves | |
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Electronic Book
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Online Resources | Online Resources | Access electronic book | Available | ||||||
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Electronic Book
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Online Resources | Online Resources | Access eBook | Available | ||||||
Book
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Mokoia | Non-Fiction | 658.8 WOO (Browse shelf(Opens below)) | 1 | Available | 2036466 | ||||
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Book
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Mokoia | Non-Fiction | 658.8 WOO (Browse shelf(Opens below)) | 2 | Available | 2036467 | ||||
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Book
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Windermere | Non-Fiction | 658.8 WOO (Browse shelf(Opens below)) | 3 | Available | 2036468 |
Total reserves: 0
Includes index.
"Use this 4th edition to gain insights from the experiences of marketers worldwide and apply your knowledge to develop a marketing plan of your own. Chapters guide you through researching your market, analysing your competitive situation, objectives setting and deciding on marketing strategies to develop a creative, effective marketing plan for any product." -- Provided by publisher.