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
Table of Contents:
  • 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.