TY  - BOOK
AU  - McDonald, Malcolm
TI  - Marketing plans : : how to prepare them, how to use them 
SN  - 9780750656252 (pbk.)
U1  - 658.8 MCD 
PY  - 2002///
CY  - Oxford ; Boston : 
PB  - Butterworth-Heinemann, 
KW  - Marketing -- Management.
KW  - Marketing -- Planning.
KW  - Marketing.
KW  - BUSINESS & ECONOMICS -- Green Business
N1  - "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
ER  -