ISBN 13 : 978-0-273-72576-3

Sommaire :
1. Introduction to marketing planning today
2. Analysing the current situation
3. Analysing customers and markets
4. Planning segmentation, targeting and positioning
5. Planning direction, objectives and strategy
6. Planning for products and brands
7. Planning for pricing
8. Planning for channels and logistics
9. Planning for communications and influence
10. Supporting the marketing mix
11. Planning metrics and performance measurement
12. Planning implementation and control

Langue : Anglais

Edition : 2ème

Localisation : Bibliothèque Campus de Nice

Support : Papier

Etat : Présent

Propriétaire : Bibliothèque