Essential guide to marketing planning (4th Ed.)

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Language: English
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328 p. · 19.1x24.8 cm · Paperback

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.

  • 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
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.
  • Diagram of the planning process. A diagram at the start of each chapter shows how that chapter’s principles fit within the seven stages of the marketing planning process.
  • Case-study examples open and close each chapter. Each chapter is centred on a real example of marketing in action at a well-known business such as Nike, Google, Michelin and Uniqlo. Answering the case questions will reinforce understanding of the concepts and strengthen planning skills.
  • Marketing in practice features. To illustrate how marketers are applying planning principles to specific challenges, each chapter includes three detailed ‘marketing in practice’ featured examples.
  • Practical exercises. ‘Apply your knowledge’ exercises challenge you to translate principles into practice by analysing a specific organisation’s marketing activities.
  • ‘Build your own marketing plan’ exercises direct you through the main steps in preparing a strong, relevant marketing plan with a complete sample marketing plan in an Appendix