Marketing plans how to prepare them, how to use them / Malcolm H. B. McDonald
Material type: TextPublication details: Netherlands : Elsevier, 2002Edition: 5th edDescription: xix, 630 pISBN:- 0750656255
- 658.802 MCD
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 | 39002100326553 |
Enhanced descriptions from Syndetics:
In this edition, one of the world's leading marketing educators has expanded his book to include the key recent developments in marketing techniques and a range of practical marketing tools.
"Published on behalf of the Chartered Institute of Marketing and the CAM Foundation"
Includes index
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