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Essential guide to marketing planning
2010, Pearson Financial Times
in English
- 2nd ed.
0273725769 9780273725763
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Book Details
Table of Contents
Introduction to marketing planning today
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 communications and influence
Supporting the marketing mix
Planning metrics and performance measurement
Planning implementation and control.
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