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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:
Presents 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 strategies, and price and sales strategies.
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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 0749451491 9780749451493 1281092053 9781281092052
OCLC Number: 182575717
Description: 1 online resource (x, 197 pages) : illustrations
Contents: Understanding marketing planning --
How marketing planning fits with corporate planning --
The strategic marketing planning process and the marketing plan --
Defining markets and segments prior to planning --
Understanding products and services prior to planning --
Setting marketing objectives and strategies --
Advertising and sales promotion strategies --
Sales strategies --
Price strategies --
Place (distribution and customer service) strategies --
Information and organization --
Making marketing planning work --
Next steps.
Other Titles: If you're so brilliant ... how come your marketing plans aren't working?
Responsibility: Malcolm McDonald.

Abstract:

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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"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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