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Malcolm McDonald on marketing planning : understanding marketing plans and strategy

Author: Malcolm McDonald
Publisher: London ; Philadelphia : Kogan Page, 2008.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Database:WorldCat
Summary:

The essentials of marketing plans and the strategic marketing planning process including, defining markets and segments, setting marketing objectives and strategies, advertising and sales promotion  Read more...

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Genre/Form: Electronic books
Additional Physical Format: Print version:
McDonald, Malcolm.
Malcolm McDonald on marketing planning.
London ; Philadelphia : Kogan Page, 2008
(DLC) 2007037090
(OCoLC)163616721
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Malcolm McDonald
ISBN: 9780749452841 0749452846
OCLC Number: 182575717
Description: 1 online resource (x, 197 pages) : illustrations
Contents: Chapter - 00: Introduction; Chapter - 01: Understanding marketing planning; Chapter - 02: How marketing planning fits with corporate planning; Chapter - 03: The strategic marketing planning process and the marketing plan; Chapter - 04: Defining markets and segments prior to planning; Chapter - 05: Understanding products and services prior to planning; Chapter - 06: Setting marketing objectives and strategies; Chapter - 07: Advertising and sales promotion strategies; Chapter - 08: Sales strategies; Chapter - 09: Price strategies; Chapter - 10: Place (distribution and customer service) strategies; Chapter - 11: Information and organization; Chapter - 12: Making marketing planning work; Chapter - 13: Next steps.
Other Titles: If you're so brilliant ... how come your marketing plans aren't working?
Responsibility: Malcolm McDonald.

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"High on practical information." Marketing Business "Takes us through the entire process, starting with the fit of marketing planning with corporate planning, marketing audit and formulation of Read more...

 
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