Marketing plans : how to prepare them, how to use them /
McDonald, Malcolm.
Marketing plans : how to prepare them, how to use them / Malcolm McDonald. - 6th ed. - Amsterdam ; London : Elsevier Butterworth-Heinemann, 2007. - xvii, 675 p. : ill. (some col.) ; 25 cm.
Previous ed.: Oxford: Butterworth-Heinemann, 2002. Includes index.
Understanding the marketing process; The marketing planning process: the main steps; The marketing planning process: removing the myths; Completing the marketing audit: the customer and market audit; Completing the marketing audit: the product audit; Setting marketing objectives and strategies; The communication plan: the advertising and sales promotion plans; The communication plan: the sales plan; The pricing plan; Marketing information, forecasting and organizing for marketing planning; Implementation issues in marketing planning; A step-by-step marketing planning system.
In this text, the process of marketing planning - from initial assessment of a company's business plan to the steps necessary to ensure a company achieves its profit targets - is fully explained.
9780750683869 (pbk.) : �29.99 9780750683869 (pbk.) �35.62
Marketing--Planning
Marketing.
Marketing.
Marketing--Planning
Business and Management.
Advertising
HF5415.13 / .M369183 2007
658.802 MCD
Marketing plans : how to prepare them, how to use them / Malcolm McDonald. - 6th ed. - Amsterdam ; London : Elsevier Butterworth-Heinemann, 2007. - xvii, 675 p. : ill. (some col.) ; 25 cm.
Previous ed.: Oxford: Butterworth-Heinemann, 2002. Includes index.
Understanding the marketing process; The marketing planning process: the main steps; The marketing planning process: removing the myths; Completing the marketing audit: the customer and market audit; Completing the marketing audit: the product audit; Setting marketing objectives and strategies; The communication plan: the advertising and sales promotion plans; The communication plan: the sales plan; The pricing plan; Marketing information, forecasting and organizing for marketing planning; Implementation issues in marketing planning; A step-by-step marketing planning system.
In this text, the process of marketing planning - from initial assessment of a company's business plan to the steps necessary to ensure a company achieves its profit targets - is fully explained.
9780750683869 (pbk.) : �29.99 9780750683869 (pbk.) �35.62
Marketing--Planning
Marketing.
Marketing.
Marketing--Planning
Business and Management.
Advertising
HF5415.13 / .M369183 2007
658.802 MCD