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Marketing plans : how to prepare them, how to use them /

By: McDonald, Malcolm.
Publisher: Amsterdam ; Boston ; London : Elsevier/Butterworth-Heinemann, 2007Edition: 6th ed.Description: xvii, 675 p. : ill. (some col.) ; 25 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 0750683864 (pbk.); 9780750683869:; 9780750683869 (pbk.).Subject(s): Marketing -- Management | Marketing | Marketing -- PlanningDDC classification: 658.802
Contents:
Understanding the marketing process -- The marketing planning 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 communication plan: 1. the advertising and sales promotion plans -- The communication plan: 2. the sales plan -- The pricing plan -- The distribution plan and customer service 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.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 658.802 MCD (Browse shelf(Opens below)) 1 Available 0060216
Total holds: 0

Includes bibliographical references and index.

Understanding the marketing process -- The marketing planning 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 communication plan: 1. the advertising and sales promotion plans -- The communication plan: 2. the sales plan -- The pricing plan -- The distribution plan and customer service 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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