Essential Guide to Marketing Planning, 4th Edition

Use this 4th edition to gain insights from the experiences of marketers worldwide and apply your knowledge to develop a marketing plan of your own. Chapters guide you through researching your market, analysing your competitive situation, objectives setting and deciding on marketing strategies to develop a creative, effective marketing plan for any product.

Table of Contents

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 media and mobile marketing
Chapter 11 Supporting the marketing strategy
Chapter 12 Planning for implementation, metrics and control
Appendix: Sample marketing plan: Lost Legends Luxury Chocolatier