Marketing Planning : Principles into Practice

by Wood, Marian Burk

• ISBN13: 9780273686798
• ISBN10: 0273686798
• Format: Paperback
• Copyright: 2005-12-12
• Publisher: Trans-Atlantic Pubns

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.