Title:
Marketing plans that work
Author:
McDonald, Malcolm.
ISBN:
9780750673075
Personal Author:
Edition:
2nd ed.
Publication Information:
Boston : Butterworth-Heinemann, ©2002.
Physical Description:
viii, 254 pages : illustrations ; 23 cm
Contents:
What is a marketing plan -- Understanding the marketing process -- The marketing planning process -- Marketing objectives and strategies -- Marketing research and forecasting -- The marketing audit : customers and markets -- The marketing audit : products -- E-commerce and Internet marketing -- The communication plan : advertising and sales promotion -- The communication plan : sales -- The pricing plan -- The distribution plan -- Implementation issues in marketing planning -- Marketing planning in review.
Abstract:
"Marketing Plans That Work is a practical and insightful step-by-step guide to successfully preparing and executing a marketing plan. The book combines the very best of current practice with necessary theoretical and technical background. Marketing managers and business executives developing marketing and e-business strategies, especially those integrating new marketing technologies, will profit tremendously from Marketing Plans That Work."--Jacket.
Subject Term:
Added Author:
Electronic Access:
Table of contents http://catdir.loc.gov/catdir/toc/els031/2001043345.htmlTable of contents http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=012930759&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Publisher description http://catdir.loc.gov/catdir/description/els031/2001043345.html