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Essential Guide to Marketing Planning

Essential Guide to Marketing Planning

  • Marian Burk Wood
  • Author: Marian Burk Wood
    • ISBN:9789332535589
    • 10 Digit ISBN:9332535582
    • Price:Rs. 529.00
    • Pages:299
    • Imprint:Pearson Education
    • Binding:Paperback
    • Status:Available

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    Essential Guide to Marketing Planning 3e takes the reader step-by-step through the process of developing a creative, effective marketing plan for any product. Packed with real-life examples, up-to-date marketing ideas and a detailed sample plan, Marian Burk Wood's friendly no-nonsense approach offers practical guidance on how to research, prepare and present a great marketing plan.

    This text includes examples of marketing in action from well-known organisations, practical exercises to allow the reader to apply their knowledge and case studies with questions to reinforce understanding of the concepts and strengthen planning skills.


    Table of Content

    Chapter 1 Introduction to marketing planning today   
    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 Supporting the marketing mix  
    Chapter 11 Planning metrics and performance measurement
    Chapter 12 Planning implementation and control
    Appendix: Sample marketing plan: Lost Legends Luxury Chocolatier

    Salient Features

    • Every chapter opens with a timely example of marketing in action at a well-known organisation, giving the reader a feel for how planning is used in the working environment.
    • Thorough coverage of all the recent developments in marketing, from crowdsourcing, mobile marketing and social media to pop-up shops, showrooming and sustainable marketing.
    • Case studies from some of the world's most successful companies (including Nike and Michelin) as well as those rising to rule the markets of tomorrow (such as Google and Uniqlo). Answering the case questions will reinforce understanding of the concepts and strengthen planning skills.
    •  ';Apply your knowledge' exercises challenge the reader to translate principles into practice by analysing a specific organisation's marketing activities.
    •  ';Build your own marketing plan' exercises direct the reader through the main steps in preparing a strong, relevant marketing plan and 20 detailed checklists guide students through the marketing planning process.