Marketing plans : how to prepare them, how to use them /
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| Author / Creator: | McDonald, Malcolm. |
|---|---|
| Edition: | 6th ed. |
| Imprint: | Oxford : Butterworth-Heinemann, 2007. |
| Description: | xvii, 675 p. : ill. (some col.) ; 25 cm. |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/6825337 |
Table of 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
- Marketing information, forecasting and organizing for marketing planning
- Implementation issues in marketing planning
- A step-by-step marketing planning system
