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

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Overview

In this new edition of Marketing Plans, one of the world's leading marketing educators has greatly expanded his book to include the key recent developments in marketing techniques and a range of practical marketing tools. In Marketing Plans, the whole process of marketing planning - from initial assessment of a company's business plan to the steps necessary to ensure a company achieves its profit targets - is fully explained. There is an additional section which provides a step-by-step 'this is how you do it' guide to devising your own marketing plan, combining the very best of current practice with the necessary theoretical background. Marketers, executives and students studying for CIM and CAM exams will find the application of basic marketing principles to sound business practice invaluable.

For tutors, there is a comprehensive resource pack containing OHP masters, chapter-by-chapter tutor notes, examples of real marketing plans, case studies for classroom use and interactive exercises on floppy disks.

Audience: Marketing Managers and Business Executives; CIM/CAM students; Business Studies Students.

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Editorial Reviews

Booknews
McDonald (Cranfield School of Management) explains the marketing planning process, the marketing audit, setting objectives and strategies, the communications plan, the pricing plan, the distribution plan, and the customer service plan. The fourth edition adds new material on key account management and electronic marketing. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780750683869
  • Publisher: Elsevier Science
  • Publication date: 4/13/2007
  • Edition description: Older Edition
  • Edition number: 6
  • Pages: 704
  • Product dimensions: 7.40 (w) x 9.60 (h) x 1.80 (d)

Meet the Author

MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.

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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
1 Understanding the marketing process 1
2 The marketing planning process: 1 The main steps 25
3 The marketing planning process: 2 Removing the myths 67
4 Completing the marketing audit: 1 The customer and market audit 101
5 Completing the marketing audit: 2 The product audit 171
6 Setting marketing objectives and strategies 255
7 The communication plan: 1 The advertising and sales promotion plans 311
8 The communication plan: 2 The sales plan 341
9 The pricing plan 375
10 The distribution plan and customer service plan 405
11 Marketing information, forecasting and organizing for marketing planning 447
12 Implementation issues in marketing planning 525
13 A step-by-step marketing planning system 561
Index 625
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