Marketing plans : how to prepare them, how to use them
Material type:
TextSeries: Marketing series (London, England). Professional development.Publication details: Oxford ; Boston : Butterworth-Heinemann, 1999.Edition: 4th edDescription: xviii, 578 p. : ill. ; 25 cmISBN: - 0750641169
- 658.802 MCD
- 658.802 MCD
| Item type | Current library | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|
| Standard Loan | Clonmel Library Main Collection | 658.802 MCD (Browse shelf(Opens below)) | Available | R04937KKRCC | ||
| Standard Loan | Clonmel Library Main Collection | 658.802 MCD (Browse shelf(Opens below)) | Available | R04932WKRCC | ||
| Standard Loan | Thurles Library Main Collection | 658.802 MCD (Browse shelf(Opens below)) | Available | R09869KRCT | ||
| Standard Loan | Thurles Library Main Collection | 658.802 MCD (Browse shelf(Opens below)) | Available | R09487KRCT | ||
| Standard Loan | Thurles Library Main Collection | 658.802 MCD (Browse shelf(Opens below)) | Available | R09868KRCT |
Enhanced descriptions from Syndetics:
"In this thoroughly updated fourth edition, McDonald has brought Marketing Plans: How to Prepare Them, How to Use Them, into the twenty-first century, including new material on key growth areas such as key account management and electronic marketing." "In this text, one of the world's leading marketing educators takes the reader through the whole process of marketing planning - from the initial assessment of a company's business plan, to the steps necessary to ensure a company achieves its profit targets."--BOOK JACKET.Title Summary field provided by Blackwell North America, Inc. All Rights Reserved
"Published in association with the Chartered Institute of Marketing." Marketing Plans is designed as a tool and a user friendly learning, resource. Every point illustrated by powerful practical examples and made actionable through simple, step by step templates and exercises.
Includes index.
Table of contents provided by Syndetics
- Preface and acknowledgements (p. vii)
- How to use this book to achieve the best results (p. xi)
- Learning features (p. xiii)
- An important note to the reader from the author (p. xv)
- 1 Understanding the marketing process (p. 1)
- 2 The marketing planning process: 1 The main steps (p. 25)
- 3 The marketing planning process: 2 Removing the myths (p. 67)
- 4 Completing the marketing audit: 1 The customer and market audit (p. 101)
- 5 Completing the marketing audit: 2 The product audit (p. 157)
- 6 Setting marketing objectives and strategies (p. 243)
- 7 The communication plan: 1 The advertising and sales promotion plans (p. 293)
- 8 The communication plan: 2 The sales plan (p. 323)
- 9 The pricing plan (p. 349)
- 10 The distribution plan and customer service plan (p. 379)
- 11 Marketing information, forecasting and organizing for marketing planning (p. 409)
- 12 Implementation issues in marketing planning (p. 475)
- 13 A step-by-step marketing planning system (p. 511)
- Index (p. 573)