
Essential guide to marketing planning
Title:
Essential guide to marketing planning
Author:
Wood, Marian Burk, author.
ISBN:
9781839614095
Personal Author:
Edition:
South African custom edition.
Physical Description:
302 pages : illustrations ; 24 cm
Contents:
Introduction to marketing planning -- Analysing the current situation -- Analysing customers and markets -- Segmenting, targeting and positioning -- Planning direction and objects -- Planning for products and brands -- Planning for pricing -- Planning for channels and logistics -- Planning for communications and influence -- Planning for digital, social media and mobile marketing -- Supporting the marketing strategy -- Planning for implementation, metrics and control.