Marketing plans : how to prepare them, how to use them
Title:
Marketing plans : how to prepare them, how to use them
Author:
McDonald, Malcolm.
ISBN:
9780750622134
Personal Author:
Edition:
3rd ed.
Publication Information:
Oxford ; Boston : Butterworth-Heinemann, 1995.
Physical Description:
xiii, 485 pages : illustrations ; 25 cm.
Series:
The marketing series. Professional development
Marketing series (London, England). Professional development.
General Note:
"Published on behalf of the Chartered Institute of Marketing and the CAM Foundation."
Includes index.
Contents:
1. Understanding the marketing process -- 2. The marketing planning process: 1 The main steps -- 3. The marketing planning process: 2 Removing the myths -- 4. Completing the marketing audit: 1 The customer and market audit -- 5. Completing the marketing audit: 2 The product audit -- 6. Setting marketing objectives and strategies -- 7. The communication plan: 1 The advertising and sales promotion plans -- 8. The communication plan: 2 The sales plan -- 9. The pricing plan -- 10. The distribution plan -- 11. Marketing information, forecasting and organizing for marketing planning -- 12. Implementation issues in marketing planning -- 13. A step-by-step marketing planning system.