Marketing plans : how to prepare them, how to use them
by
McDonald, Malcolm.
Title
:
Marketing plans : how to prepare them, how to use them
Author
:
McDonald, Malcolm.
ISBN
:
9780750641166
Personal Author
:
McDonald, Malcolm.
Edition
:
4th ed.
Publication Information
:
Oxford ; Boston : Butterworth-Heinemann, 1999.
Physical Description
:
xviii, 578 pages : illustrations ; 25 cm.
Series
:
The Chartered Institute of Marketing/Butterworth-Heinemann marketing series
Marketing series (London, England). Professional development.
General Note
:
"Published in association with the Chartered Institute of Marketing."
Includes index.
Contents
:
1. Understanding the marketing process -- 2. The marketing planning process : the main steps -- 3. The marketing planning process : removing the myths -- 4. Completing the marketing audit : the customer and market audit -- 5. Completing the marketing audit : the product audit -- 6. Setting marketing objectives and strategies -- 7. The communication plan : the advertising and sales promotion plans -- 8. The communication plan : the sales plan -- 9. The pricing plan -- 10. The distribution plan and customer service plan.
11. Marketing information, forecasting and organizing for marketing planning -- 12. Implementation issues in marketing planning -- 13. A step-by-step marketing planning system.
Abstract
:
"In this thoroughly updated fourth edition, McDonald has brought Marketing Plans: How to Prepare Them, How to Use Them, into the twenty-first century, including new material on key growth areas such as key account management and electronic marketing." "In this text, one of the world's leading marketing educators takes the reader through the whole process of marketing planning - from the initial assessment of a company's business plan, to the steps necessary to ensure a company achieves its profit targets."--Jacket.
Subject Term
:
Marketing -- Management.
Marketing -- Planning.
Marketing.
Marketing -- Management. (OCoLC)fst01010209
Marketing -- Planning. (OCoLC)fst01010240
Bedrijfsplanning.
Added Corporate Author
:
Institute of Marketing.
| Library | Material Type | Item Barcode | Shelf Number | Copy |
|---|
| IIEMSA | General Books | 33168015676196 | 658.802 M135M 1999 | 2 |
| IIEMSA | General Books | 33168015676246 | 658.802 M135M 1999 | 3 |
| IIEMSA | General Books | 33168015672930 | 658.802 M135M 1999 | 4 |
| RC Braamfontein | General Books | 000019299 | 658.802 MAC | 1 |
| VEGA Bordeaux | General Books | 000113923 | 658.802 MCD | 1 |