Essential Guide to Marketing Planning 2e takes you step-by-step through the planning process. Packed with real-life examples, up-to-date marketing ideas and a detailed sample plan, Marian Burk Wood's friendly no-nonsense approach gives you exactly what you need to succeed. It offers you practical guidance in how to research, prepare and present a great marketing plan.
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. She has extensive marketing experience, having developed and implemented dozens of marketing plans over the years. Her US book, The Marketing Plan Handbook, has been used by thousands of college and university students across North America.
Chapter 1 Introduction to marketing planning today
Chapter 2 Analysing the current situation
Chapter 3 Analysing customers and markets
Chapter 4 Planning segmentation, targeting and positioning
Chapter 5 Planning direction, objectives and strategy
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
Glossary