ESCP Europe

"Essential Guide to Marketing Planning 2e takes you step-by-step through the planning process. Packed with real-life examples, up-to-date marketing ideas and a detailed sample plan, Marian Burk Wood's friendly no-nonsense approach gives you exactly what you need to succeed. It offers you practical guidance in how to research, prepare and present a great marketing plan." - from back cover.

Chapter 1 Introduction to marketing planning --- 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..