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: 658.802Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|---|
Standard Loan | ATU Sligo Yeats Library Main Lending Collection | 658.802 MCD (Browse shelf(Opens below)) | 1 | Available | 0060216 |
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.