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Essential guide to marketing planning 4th edition

Essential guide to marketing planning 4th edition

Paperback by Burk Wood, Marian; Wood, Marian

Essential guide to marketing planning

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Estimated Despatch 28 Oct - 5 Nov 2021
Essential guide to marketing planning


Use this 4th 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

4th edition
Pearson Education Limited
328 pages
Publication Date:
20 Feb 2017

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