Marketing Planning: stratégie, mise en oeuvre et contrôle

The book presents the different steps of marketing planning process: Situation analysis, marketing research, segmentation, tyargeting and positioning, setting objectives, product and brand strategy, channel and logistics strategy, price strategy, integrated marketing communication, customer service, measure of performance, and control. The numerous concrete examples provided come from all over the world.

BURK WOOD, M. and LE NAGARD, E. [Eds] (2005). Marketing Planning: stratégie, mise en oeuvre et contrôle. Pearson Education.