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

Contents :
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

Language : English

Print : 2ème

Location : Nice Library

Material : Paper

Statement : Présent

Owner : Bibliothèque