Marketing plans : how to prepare them, how to use them / Malcolm McDonald.
Material type: TextPublication details: Amsterdam ; London : Elsevier Butterworth-Heinemann, 2007.Edition: 6th edDescription: xvii, 675 p. : ill. (some col.) ; 25 cmISBN:- 9780750683869 (pbk.) :
- 9780750683869 (pbk.)
- 658.802 MCD
- HF5415.13 .M369183 2007
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.802 MCD (Browse shelf(Opens below)) | 1 | Available | 204964 |
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.