McDonald, Malcolm.
Marketing plans : how to prepare them, how to use them / Malcolm H. B. McDonald. - Oxford : Butterworth-Heinemann, 1984. - xiii, 485, [5] p. : ill., forms ; 25 cm.
"Published on behalf of the Chartered Institute of Marketing and the CAM Foundation".
1. Understanding the marketing process -- 2. The marketing planning process: 1 The main steps -- 3. The marketing planning process: 2 Removing the myths -- 4. Completing the marketing audit: 1 The customer and market audit -- 5. Completing the marketing audit: 2 The product audit -- 6. Setting marketing objectives and strategies -- 7. The communication plan: 1 The advertising and sales promotion plans -- 8. The communication plan: 2 The sales plan -- 9. The pricing plan -- 10. The distribution plan -- 11. Marketing information, forecasting and organizing for marketing planning -- 12. Implementation issues in marketing planning -- 13. A step-by-step marketing planning system.
075062213X
gb 95030706
GB95-30706
Marketing--Management.
Business forecasting.
658.8 / MCM
Marketing plans : how to prepare them, how to use them / Malcolm H. B. McDonald. - Oxford : Butterworth-Heinemann, 1984. - xiii, 485, [5] p. : ill., forms ; 25 cm.
"Published on behalf of the Chartered Institute of Marketing and the CAM Foundation".
1. Understanding the marketing process -- 2. The marketing planning process: 1 The main steps -- 3. The marketing planning process: 2 Removing the myths -- 4. Completing the marketing audit: 1 The customer and market audit -- 5. Completing the marketing audit: 2 The product audit -- 6. Setting marketing objectives and strategies -- 7. The communication plan: 1 The advertising and sales promotion plans -- 8. The communication plan: 2 The sales plan -- 9. The pricing plan -- 10. The distribution plan -- 11. Marketing information, forecasting and organizing for marketing planning -- 12. Implementation issues in marketing planning -- 13. A step-by-step marketing planning system.
075062213X
gb 95030706
GB95-30706
Marketing--Management.
Business forecasting.
658.8 / MCM