Essential Guide to Marketing Planning Review

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Essential Guide to Marketing Planning ReviewEssential Guide to Marketing Planning
I highly recommended this concise (less than 300 pages), practical and up-to-date guide on how to research, prepare and present a marketing plan.
After giving an easy to understand Introduction to Marketing Planning the book takes the reader step-by-step through the process of writing a marketing plan. The Appendix contains a detailed, 2o-plus-pages sample marketing plan.
The sections are:
Analysing the Current Situation
Analysing Customers and Markets
Planning Segmentation, Targeting and Positioning
Planning Direction, Objectives and Strategy
Planning For Products and Brands
Planning For Pricing
Planning For Channels and Logistics
Planning For Integrated Marketing Communications
Supporting the Marketing Mix
Planning to Measure Performance
Controlling Marketing and Implementation
From the above headings you can see that it also serves as a concise guide to some of the key techniques of contemporary marketing, e.g. Integrated Marketing Communications (IMC). All terms and techniques are explained in an easy to understand way -- which assumes no prior knowledge of marketing -- with plenty of very helpful checklists, diagrams, a glossary, real life examples and up-to-date, international mini case studies.
Whether you want to write a marketing plan, need a concise, practical guide to marketing that is easy to read or a 'stripped-down to the essentials' textbook for a short, practical marketing course for beginners, you now need look no further: buy it!Essential Guide to Marketing Planning Overview

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