Title:
Marketing plans : how to prepare them, how to use them
Author:
McDonald, Malcolm.
ISBN:
9780750656252
Personal Author:
Edition:
5th ed.
Publication Information:
Amsterdam ; Boston : Butterworth-Heinemann, 2002.
Physical Description:
xix, 630 pages : illustrations ; 25 cm
General Note:
Includes index.
Contents:
Understanding the marketing process -- The marketing planning process : the main steps -- The marketing planning process : removing the myths -- Completing the marketing audit : the customer and market audit -- Completing the marketing audit : the product audit -- Setting marketing objectives and strategies -- The communication plan : the advertising and sales promotion plans -- The communication plan : the sales plan -- The pricing plan -- The distribution plan and customer service plan --Marketing information, forecasting and organizing for marketing planning -- Implementation issues in marketing planning -- A step-by-step marketing planning system.
Added Corporate Author:
Electronic Access:
Table of contents http://catdir.loc.gov/catdir/toc/els051/2004556468.htmlPublisher description http://catdir.loc.gov/catdir/description/els051/2004556468.html