Marketing plans : how to prepare them, how to use them / Malcolm McDonald; Institute of Marketing.
By: McDonald, Malcolm
Material type:
TextLanguage: English Series: Marketing series (London, England)., Professional developmentPublisher: Oxford ; Boston : Butterworth-Heinemann, 2002Description: xix, 630 p. : ill. ; col. images ; 25 cmISBN: 9780750656252 (pbk.); 0750656255 (pbk.)Subject(s): Marketing -- Management | Marketing -- Planning | Marketing | BUSINESS & ECONOMICS -- Green BusinessDDC classification: 658.8 MCD | Item type | Current location | Call number | Status | Date due | Barcode |
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Books
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WeSchool, Bangalore | 658.8 MCD (Browse shelf) | Available | B001498 |
"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.
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