Name: Essential guide to marketing planning
Price: 566.00 SEK
Availability: Discontinued
Author: Marian Burk Wood
ISBN: 9781292117522

Essential guide to marketing planning (häftad)

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Format: Häftad (Paperback)
Språk: Engelska
Antal sidor: 328
Utgivningsdatum: 2017-02-20
Upplaga: 4
Förlag: Pearson
Medarbetare: Wood, Marian
Dimensioner: 250 x 190 x 10 mm
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Antal komponenter: 1
ISBN: 9781292117522

Careful, creative planning is essential in todays global marketplace, where customers needs and behaviours are constantly changing, economic circumstances are unpredictable, competitive pressure is intense and every day brings new technological advances. This book is your essential guide for learning how to prepare a thoughtful, comprehensive marketing plan to achieve financial, marketing and strategic objectives.

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.

Fully updated with the newest developments in digital, social media and mobile marketing, balancing use of Big Data with security and privacy, trends such as pop up retailing and ad blocking, strategies for competitive advantage and incorporating measurements into your marketing planning this practical guide is friendly and approachable.

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Marketing Plan Handbook

Marian Burk Wood

For marketing courses that focus on creating a marketing plan. A step-by-step guide to creating a customized marketing plan. The Marketing Plan Handbook is the only planning handbook to guide readers, step-by-step, through the complete development...

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[Essential Guide to Marketing Planning] is focused on applying central conceptualisations [it] gives the reader a sense that marketing is about choosing. This is important, as it forces students to come closer to how marketing is applied in the industry

Dr Christofer Laurell, Researcher, Stockholm Business School, Stockholm University

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. Visit her blog at: http://essentialmarketingplanning.blogspot.com/

Chapter 1Introduction to marketing planning

Chapter 2Analysing the current situation

Chapter 3Analysing customers and markets

Chapter 4Segmenting, targeting and positioning

Chapter 5Planning direction and objectives

Chapter 6Planning for products and brands

Chapter 7Planning for pricing

Chapter 8Planning for channels and logistics

Chapter 9Planning for communications and influence

Chapter 10Planning for digital, social and mobile marketing

Chapter 11Supporting the marketing strategy

Chapter 12Planning for implementation, metrics and control