Marketing plans : how to prepare them, how to use them /

"In this thoroughly updated fourth edition, McDonald has brought Marketing Plans: How to Prepare Them, How to Use Them, into the twenty-first century, including new material on key growth areas such as key account management and electronic marketing." "In this text, one of the world&#...

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Bibliographic Details
Main Author: McDonald, Malcolm.
Corporate Author: Institute of Marketing.
Format: eBook
Language:English
Published: Oxford ; Boston : Butterworth-Heinemann, 1999.
Edition:4th ed.
Series:Marketing series (London, England). Professional development.
Subjects:
Online Access:CONNECT
Description
Summary:"In this thoroughly updated fourth edition, McDonald has brought Marketing Plans: How to Prepare Them, How to Use Them, into the twenty-first century, including new material on key growth areas such as key account management and electronic marketing." "In this text, one of the world's leading marketing educators takes the reader through the whole process of marketing planning - from the initial assessment of a company's business plan, to the steps necessary to ensure a company achieves its profit targets."
Item Description:"Published in association with the Chartered Institute of Marketing."
Includes index.
Physical Description:1 online resource (xviii, 578 pages) : illustrations.
ISBN:9780080569567
0080569560