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Marketing plans : how to prepare them, how to use them / Malcolm McDonald.

By: Material type: TextTextPublication details: Amsterdam ; London : Elsevier Butterworth-Heinemann, 2007.Edition: 6th edDescription: xvii, 675 p. : ill. (some col.) ; 25 cmISBN:
  • 9780750683869 (pbk.) :
  • 9780750683869 (pbk.)
Subject(s): DDC classification:
  • 658.802 MCD
LOC classification:
  • HF5415.13 .M369183 2007
Contents:
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.
Summary: 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.
Holdings
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.

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