Marketing Planning : Principles into Practice
by Wood, Marian BurkFormat: Paperback
Pub. Date: 2005-12-12
Publisher(s): Trans-Atlantic Pubns
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Summary
This new text leads students step-by-step through the process of preparing a realistic, practical and effective marketing plan. Principles are presented in the context of application, with 24 cases (such as Ryanair, Ciba Speciality Chemicals, HSBC, Orange, Danone and Ducati) and dozens of Marketing in Action extended examples. Students can sharpen their marketing skills by studying the detailed sample marketing plan in Appendix 1 and gain hands-on experience in developing marketing plans using the Marketing Plan Pro software included with this text.
Table of Contents
| Introduction to marketing planning | |
| Analysing the current situation | |
| Analysing markets and customers | |
| Planning segmentation, targeting and positioning | |
| Setting direction, objectives and marketing strategy | |
| Developing product and brand strategy | |
| Developing channel and logistics strategy | |
| Developing price strategy | |
| Developing integrated marketing communication strategy | |
| Supporting the marketing mix | |
| Planning to measure progress and performance | |
| Controlling marketing and implementation | |
| Sample marketing plan | |
| Glossary | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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