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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: Netherlands : Elsevier, 2002Edition: 5th edDescription: xix, 630 pISBN:
  • 0750656255
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 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

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