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|Additional Physical Format:||Print version:
Malcolm McDonald on marketing planning.
London ; Philadelphia : Kogan Page, 2008
|Material Type:||Document, Internet resource|
|Document Type:||Internet Resource, Computer File|
|All Authors / Contributors:||
|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?|
"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