Marketing plans : how to prepare them, how to use them / Malcolm McDonald.
Material type:
TextPublication details: Oxford : Butterworth-Heinemann, 1999.Edition: 4th edDescription: 512 p. : ill. ; 25 cmISBN: - 0750641169 (pbk.)
- 9780080569567
- HF5415.13 .M39183
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Methodist University Library Main General Stacks | HF5415.13 .M39183 (Browse shelf(Opens below)) | Available | 27191 |
Previous ed.: 1995.
"Published in association with the Chartered Institute of Marketing and the CAM Foundation".
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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