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.
Marian Burk Wood, M.B.A., has held vice-presidential level positions in corporate and non-profit marketing with Citibank, JP Morgan Chase and the National Retail Federation. Her popular US book, The Marketing Plan Handbook, has introduced marketing planning to thousands of students worldwide. Visit her blog at: http://essentialmarketingplanning.blogspot.com/
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