by Marian Burk Wood · Pearson Education Canada · tapa blanda · ISBN 9780273725763
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«Essential Guide to Marketing Planning» is Marian Burk Wood's marketing planning guide, published by Pearson Education Canada in paperback.
Explains step by step how to create a marketing plan: situation analysis, customers and markets; segmentation, target audience and positioning; objectives, strategy and decisions on product, price, channels and communication. Includes metrics, results measurement, implementation and control, with real examples and a model plan.
Second edition of the guide, published on 8 June 2010. It consists of 328 pages. The first edition dates from 2007. Work in the field of Business and Economics.
Aimed at marketing students and professionals who need to prepare and present a marketing plan.
