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

By: McDonald, Malcolm.
Contributor(s): Wilson, Hugh, 1962-.
Publisher: Hoboken, N.J. : Wiley, 2011Edition: 7th edition.Description: xvi, 573 p. : ill. ; 25 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780470669976 (pbk.); 9780470669976:; 0470669977 (pbk.).Subject(s): Marketing -- Management | Marketing | Marketing -- PlanningDDC classification: 658.802
Contents:
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.
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 0078758
Total holds: 0

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.

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