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

Author: Malcolm McDonald
Publisher: Amsterdam ; Boston ; London : Elsevier/Butterworth-Heinemann, 2007.
Edition/Format:   Print book : English : 6th edView all editions and formats
Summary:
In this text, the process of marketing planning - from initial assessment of a company's business plan to the steps necessary to ensure a company achieves its profit targets - is fully explained.
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Malcolm McDonald
ISBN: 0750683864 9780750683869
OCLC Number: 77540988
Notes: Previous edition: 2002.
Description: xvii, 675 pages : illustrations (some color) ; 25 cm
Contents: Understanding the marketing process --
The marketing planning process: 1. the main steps --
The marketing planning process: 2. removing the myths --
Completing the marketing audit: 1. the customer and market audit --
Completing the marketing audit: 2. the product audit --
Setting marketing objectives and strategies --
The communication plan: 1. the advertising and sales promotion plans --
The communication plan: 2. 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.

Abstract:

Takes you through the process of marketing planning. This guide explains the differences between processes, methods, strategic and tactical planning, and incorporates the thinking in marketing,  Read more...

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"It is cleary and powerfully written and is probably the best book on the theory and practice of marketing planning ever written." Warren J. Keegan, Professor of International Business and Marketing Read more...

 
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