TY  - BOOK
AU  - Burk Wood,Marian
TI  - Essential guide to marketing planning
SN  - 9780273713234 (pbk.)
PY  - 2007///
CY  - Harlow
PB  - Prentice-Hall
KW  - Marketing
KW  - Marketing communication
KW  - Market analysis
KW  - Publicity
KW  - Advertising
N1  - 1. Introduction to marketing planning ; 2. Analysing the current situation ; 3. Analysing customers and markets ; 4. Planning segmentation, targeting and positioning ; 5. Planning direction, objectives and strategy ; 6. Planning for products and brands ; 7. Planning for pricing ; 8. Planning for channels and logistics ; 9. Planning for integrated marketing communication ; 10. Supporting the marketing mix ; 11. Planning to measure performance ; 12. Controlling marketing and implementation ; Appendix: sample marketing plan
ER  -