Essential guide to marketing planning

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.

• 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

“[Essential Guide to Marketing Planning] is focused on applying central conceptualisations … [it] gives the reader a sense that marketing is about choosing. This is important, as it forces students to come closer to how marketing is applied in the industry”Dr Christofer Laurell, Researcher, Stockholm Business School, Stockholm University