Essential guide to marketing planning (4^th Ed.)

Langue : Anglais

Auteurs : Burk Wood Marian, Wood Marian

Couverture de l’ouvrage Essential guide to marketing planning

Résumé
Sommaire
Biographie
Commentaire

Use this 4^th 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.

Chapter 1 Introduction to marketing planning
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 Planning for digital, social and mobile marketing
Chapter 11 Supporting the marketing strategy
Chapter 12 Planning for implementation, metrics and control
Appendix: Sample marketing plan for Lost Legends Luxury Chocolatier
Glossary
Index

Marian Burk Wood, M.B.A., has held vice-presidential level positions in corporate and non-profit marketing with Citibank, JP Morgan Chase and the National Retail Federation. Her popular US book, The Marketing Plan Handbook, has introduced marketing planning to thousands of students worldwide.

Diagram of the planning process. A diagram at the start of each chapter shows how that chapter’s principles fit within the seven stages of the marketing planning process.
Case-study examples open and close each chapter. Each chapter is centred on a real example of marketing in action at a well-known business such as Nike, Google, Michelin and Uniqlo. Answering the case questions will reinforce understanding of the concepts and strengthen planning skills.
Marketing in practice features. To illustrate how marketers are applying planning principles to specific challenges, each chapter includes three detailed ‘marketing in practice’ featured examples.
Practical exercises. ‘Apply your knowledge’ exercises challenge you to translate principles into practice by analysing a specific organisation’s marketing activities.
‘Build your own marketing plan’ exercises direct you through the main steps in preparing a strong, relevant marketing plan with a complete sample marketing plan in an Appendix