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How come your marketing plans aren't working? : the essential guide to marketing planning

Author: Malcolm McDonald
Publisher: London : Kogan Page, 2002.
Series: If you're so brilliant--
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
Emphasizes understanding key principles and concepts and taking the action necessary to produce a working marketing plan. [book cover].
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Malcolm McDonald
ISBN: 074943726X 9780749437268
OCLC Number: 48784710
Notes: Includes index.
Description: x, 198 pages : illustrations ; 22 cm.
Contents: 1. Understanding marketing planning --
The need for a systematic approach --
The difference between strategy and tactics --
2. How marketing planning fits with corporate planning --
3. The strategic marketing planning process and the marketing plan --
marketing audit --
SWOT analyses --
Assumptions --
Strategy formulation --
Strategic marketing plan 'ingredients' and 'recipe' --
4. Defining markets and segments prior to planning --
5. Understanding products and services prior to planning --
6. Setting marketing objectives and strategies --
marketing objectives --
Marketing strategies --
7. Advertising and sales promotion strategies --
Advertising strategies --
Sales promotion strategies --
8. Sales strategies --
9. Price strategies --
10. Place (distribution and customer service) strategies --
11. Information and organization --
Information --
Forecasting --
Organization --
12. Making marketing planning work --
13. Next steps.
Series Title: If you're so brilliant--
Responsibility: Malcolm McDonald.

Abstract:

Emphasizes understanding key principles and concepts and taking the action necessary to produce a working marketing plan. [book cover].

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