Essential Guide to Marketing Planning

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.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