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Marketing plans : how to prepare them, how to use them

Author: Malcolm McDonald; Institute of Marketing.
Publisher: Amsterdam ; Boston : Butterworth-Heinemann, 2002.
Edition/Format:   Book : English : 5th edView all editions and formats
Database:WorldCat
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Malcolm McDonald; Institute of Marketing.
ISBN: 0750656255 9780750656252
OCLC Number: 56194961
Notes: Includes index.
Description: xix, 630 p. : ill. ; 25 cm.
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.
Responsibility: Malcolm McDonald.
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