TY  - BOOK
AU  - Wood,Marian Burk
TI  - Essential guide to marketing planning
SN  - 9780273713234 (pbk.)
U1  - 658.802 
PY  - 2007///
CY  - Harlow
PB  - Financial Times / Prentice Hall
KW  - Marketing
KW  - Planning
N1  - Includes bibliographical references and index; Ch 1. Introduction to marketing planning - Ch 2. Analysing the current situation - Ch 3. Analysing the customers and markets - Ch 4. Planning segmentation, targeting and positioning - Ch 5. Planning direction, objectives and strategy - Ch 6. Planning for products and brands - Ch 7. Planning for pricing - Ch 8. Planning for channels and logistics - Ch 9. Planning for integrated marketing communication - Ch 10. Supporting the marketing mizx - Ch 11. Planning to measure performance - Ch 12. Controlling marketing and implementation - Appendix: Sample marketing plan: lost legends luxury chocolatier - Index
ER  -