Essential Guide to Marketing Planning

Description

Features

·Diagram of the planning process. A diagram at the start of each chapter shows your progress through the seven stages of the marketing planning process.

·Company examples. Every chapter opens with an interesting example of marketing in action at a well-known organisation.

·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.

·Case studies. Every chapter closes with a case study of a company facing challenges and opportunities in consumer or business marketing. Answering the case questions will reinforce your understanding of the concepts and strengthen your planning skills.

New to this Edition

• Up-to-date coverage of the latest developments in marketing including social media such as Twitter, YouTube and Bebo, mobile marketing, greenwashing and marketing metrics
• New, longer examples within the chapters, showing how manufacturers, retailers, service firms and other organisations actually apply the principles of marketing planning to achieve their objectives
• New case studies with a stronger focus on UK companies and organisations including Net-a-Porter, Cadburys and Comic Relief
• This new edition includes 17 checklists to lead you through the essential aspects of the planning process.
• More figures and diagrams to demonstrate aspects of marketing planning as applied by real companies.

Table of Contents

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        

Back Cover

Wood, Essential Guide to Marketing Planning 2e

Essential Guide to Marketing Planning 2e takes you 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.

Features

· Organising model of the planning process. A diagram at the start of each chapter shows your progress through the seven stages of the marketing planning process.

· Company examples. Every chapter opens with a timely example of marketing in action at a well-known organisation, giving you a feel for how planning is used in the working environment.

· 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.

· Case studies. Every chapter closes with a case study of a company facing challenges and opportunities in consumer or business marketing. Answering the case questions will reinforce your understanding of the concepts and strengthen your planning skills.

• Online resources available at www.pearsoned.co.uk/wood-mp include an instructor's manual and PowerPoint slides for instructors, along with a glossary and weblinks for students.

New to this edition

• Coverage of the latest developments in marketing, including social media sites such as Twitter, YouTube and Facebook, mobile marketing, greenwashing and marketing metrics, ensure you are up to date with contemporary tools and trends

• New, longer examples within the chapters show you how manufacturers, retailers, service firms and other organisations actually apply the principles of marketing planning to achieve their objectives

• New case studies from well-known companies including Net-a-Porter, Cadbury and Adidas help you understand key elements of the planning process

• Includes 17 checklists to guide you through the essential aspects of the planning process

About the author

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. Visit her blog at: http://essentialmarketingplanning.blogspot.com/

Author

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.