Chapter 1 Introduction to marketing planning
Chapter 2 Analysing the current situation
Chapter 3 Analysing customers and markets
Chapter 4 Planning segmentation, targeting and positioning
Chapter 5 Planning direction, objectives and strategy
Chapter 6 Planning for products and brands
Chapter 7 Planning for pricing
Chapter 8 Planning for channels and logistics
Chapter 9 Planning for integrated marketing communication
Chapter 10 Supporting the marketing mix
Chapter 11 Planning to measure performance
Chapter 12 Controlling marketing and implementation
Appendix: Sample marketing plan: Lost Legends Luxury Chocolatier
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