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Essential guide to marketing planning

Author: Marian Burk Wood
Publisher: Harlow, Eng. ; New York, NY : Pearson Financial Times, 2010.
Edition/Format:   Print book : English : 2nd edView all editions and formats
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Document Type: Book
All Authors / Contributors: Marian Burk Wood
ISBN: 9780273725763 0273725769
OCLC Number: 663820399
Notes: Includes index.
Description: xxii, 303 pages : illustrations ; 25 cm
Contents: Introduction to marketing planning today --
Analysing the current situation --
Analysing customers and markets --
Planning segmentation, targeting, and positioning --
Planning direction, objectives, and strategy --
Planning for products and brands --
Planning for pricing --
Planning for channels and logistics --
Planning for communications and influence --
Supporting the marketing mix --
Planning metrics and performance measurement --
Planning implementation and control.
Responsibility: Marian Burk Wood.

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