TY  - BOOK
AU  - Wood,Marian Burk
TI  - Essential guide to marketing planning
SN  - 9780273773634
AV  - HF5415.13 .W656 2013
U1  - 658.8/02 22
PY  - 2013///
CY  - Harlow, Eng.
PB  - Pearson
KW  - Marketing
KW  - Planning
N1  - Includes bibliographic references and index; 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
ER  -