Marketing Plans: How to prepare them, how to use them / Edition 6

Marketing Plans: How to prepare them, how to use them / Edition 6

by Malcolm McDonald
     
 

At last marketing managers and business executives concerned with profitability and sustained growth of their organisation have at their fingertips a practical guide which tells them how to prepare and use a marketing plan. See more details below

Overview

At last marketing managers and business executives concerned with profitability and sustained growth of their organisation have at their fingertips a practical guide which tells them how to prepare and use a marketing plan.

Product Details

ISBN-13:
9780750683869
Publisher:
Elsevier Science
Publication date:
04/13/2007
Edition description:
Older Edition
Pages:
704
Product dimensions:
7.40(w) x 9.60(h) x 1.80(d)

Table of Contents

Preface and acknowledgements
How to use this book to achieve the best results
Learning features
An important note to the reader from the author
1Understanding the marketing process1
2The marketing planning process: 1 The main steps25
3The marketing planning process: 2 Removing the myths67
4Completing the marketing audit: 1 The customer and market audit101
5Completing the marketing audit: 2 The product audit171
6Setting marketing objectives and strategies255
7The communication plan: 1 The advertising and sales promotion plans311
8The communication plan: 2 The sales plan341
9The pricing plan375
10The distribution plan and customer service plan405
11Marketing information, forecasting and organizing for marketing planning447
12Implementation issues in marketing planning525
13A step-by-step marketing planning system561
Index625

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