Essential guide to marketing planning. ([2017])

• Record Type: Book
• Other Titles: Marian Burk Wood's Essential guide to marketing planning
• Further Information: Note: Marian Burk Wood.
• Authors: Wood, Marian Burk
• Contents: 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.
• Edition: Fourth edition
• Publisher Details: Harlow, England New York : Pearson
• Publication Date: 2017
• Extent: 1 online resource
• Subjects: 658.8/02; Marketing -- Planning; Marketing -- Planification; BUSINESS & ECONOMICS -- Industrial Management; BUSINESS & ECONOMICS -- Management; BUSINESS & ECONOMICS -- Management Science; BUSINESS & ECONOMICS -- Organizational Behavior; Marketing -- Planning; Electronic books; Electronic books
• Languages: English
• ISBNs: 9781292117546; 1292117540; 1292186380; 9781292186382
• Related ISBNs: 9781292117522; 1292117524; 9781292186382
• Notes: Note: Includes bibliographical references and index.; Note: Print version record.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.