McDonald, Malcolm
Marketing plans : how to prepare them, how to use them / Malcolm McDonald; Institute of Marketing. - Oxford ; Boston : Butterworth-Heinemann, 2002. - xix, 630 p. : ill. ; col. images ; 25 cm. - Marketing series (London, England)., Professional development. .
"Published in association with the Chartered Institute of Marketing."
Includes index.
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.
9780750656252 (pbk.) 0750656255 (pbk.)
Marketing -- Management.
Marketing -- Planning.
Marketing.
BUSINESS & ECONOMICS -- Green Business.
658.8 MCD
Marketing plans : how to prepare them, how to use them / Malcolm McDonald; Institute of Marketing. - Oxford ; Boston : Butterworth-Heinemann, 2002. - xix, 630 p. : ill. ; col. images ; 25 cm. - Marketing series (London, England)., Professional development. .
"Published in association with the Chartered Institute of Marketing."
Includes index.
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.
9780750656252 (pbk.) 0750656255 (pbk.)
Marketing -- Management.
Marketing -- Planning.
Marketing.
BUSINESS & ECONOMICS -- Green Business.
658.8 MCD
