Marketing plans : how to prepare them, how to use them /
McDonald, Malcolm.
Marketing plans : how to prepare them, how to use them / - 7th edition. - Hoboken, N.J. : Wiley, 2011. - xvi, 573 p. : ill. ; 25 cm.
Includes bibliographical references and index.
Understanding the marketing process -- The marketing plan process: 1 the main steps -- The marketing planning process: 2 removing the myths -- Completing the marketing audit: 1 the customer and market audit -- Completing the marketing audit: 2 the product audit -- Setting marketing objectives and strategies -- The integrated marketing communications plan -- The sales plan -- The pricing plan -- The multichannel plan: the route to market -- The customer relationship management plan -- Implementation issues in marketing planning -- Measuring the effectiveness of 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.
9780470669976 (pbk.) 9780470669976: £34.99 0470669977 (pbk.)
Marketing--Management.
Marketing.
Marketing--Planning.
658.802 / MCD
Marketing plans : how to prepare them, how to use them / - 7th edition. - Hoboken, N.J. : Wiley, 2011. - xvi, 573 p. : ill. ; 25 cm.
Includes bibliographical references and index.
Understanding the marketing process -- The marketing plan process: 1 the main steps -- The marketing planning process: 2 removing the myths -- Completing the marketing audit: 1 the customer and market audit -- Completing the marketing audit: 2 the product audit -- Setting marketing objectives and strategies -- The integrated marketing communications plan -- The sales plan -- The pricing plan -- The multichannel plan: the route to market -- The customer relationship management plan -- Implementation issues in marketing planning -- Measuring the effectiveness of 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.
9780470669976 (pbk.) 9780470669976: £34.99 0470669977 (pbk.)
Marketing--Management.
Marketing.
Marketing--Planning.
658.802 / MCD