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
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520 1 |a "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." 
588 0 |a Print version record. 
505 0 |a Front Cover; Marketing Plans; Copyright Page; 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; Chapter 1. Understanding the marketing process; Chapter 2. The marketing planning process: 1 The main steps; Chapter 3. The marketing planning process: 2 Removing the myths; Chapter 4. Completing the marketing audit: 1 The customer and market audit; Chapter 5. Completing the marketing audit: 2 The product audit; Chapter 6. Setting marketing objectives and strategies. 
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