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Marketing plans how to prepare them, how to use them Malcolm H. B. McDonald

By: Contributor(s): Material type: TextTextPublication details: Oxford Butterworth-Heinemann 1995Edition: 3rd edISBN:
  • 075062213X
Subject(s): DDC classification:
  • 658.802 MCD
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Standard Loan Moylish Library Main Collection 658.802 MCD (Browse shelf(Opens below)) 1 Available 39002000261942

Enhanced descriptions from Syndetics:

This guide enables managers and business executives to prepare and use a marketing plan. Marketers, executives and students studying for CIM and CAM examinations will find the applications of basic marketing principles to sound business practice useful. An LPBB edition is available.

"Published on behalf of the Chartered Institute of Marketing and the CAM Foundation"

Table of contents provided by Syndetics

  • 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
  • Index

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