Marketing plans : how to prepare them, how to use them /
By: McDonald, Malcolm.
Contributor(s): Wilson, Hugh.
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: 658.802Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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Standard Loan | ATU Sligo Yeats Library Main Lending Collection | 658.802 MCD (Browse shelf(Opens below)) | 1 | Available | 0078758 |
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.