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Marketing Plans How to Prepare Them, How to Use Them

ISBN-10: 0750683864

ISBN-13: 9780750683869

Edition: 6th 2007 (Revised)

Authors: Malcolm McDonald

List price: $50.95
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Description:

Now in its 6th edition Marketing Plans is a highly renowned international bestseller. The book has been thoroughly revised throughout, and every chapter has been carefully updated with special attention paid to the latest developments in e-marketing, CRM and new planning practices. Marketing Plans is designed as a total, user friendly learning resource. Careful use of layout and colour ensures the text has maximum clarity, and the list of learning features includes: ??? Key Concepts ??? Crucial Terms ??? Examples ??? Headlines ??? Marketing Insights ??? Case Studies ??? Exercises The book is established as essential reading for all serious professional marketers and students of marketing, both undergraduates and those on professional courses for CIM and CAM. Above all it provides a practical, hands-on approach for implementing every single concept included in the text. * A comprehensively revised and updated edition of the definitive and internationally bestselling guide to Marketing Planning * Retains the practical step-by-step approach that gives the book unique clarity * Incorporates all the latest thinking in e-marketing, CRM and new planning practices
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Book details

List price: $50.95
Edition: 6th
Copyright year: 2007
Publisher: Elsevier Science & Technology Books
Publication date: 4/13/2007
Binding: Paperback
Pages: 704
Size: 7.00" wide x 9.50" long x 1.00" tall
Weight: 4.488
Language: English

Understanding the marketing process
The marketing planning process: the main steps
The marketing planning process: removing the myths
Completing the marketing audit: the customer and market audit
Completing the marketing audit: the product audit
Setting marketing objectives and strategies
The communication plan: the advertising and sales promotion plans
The communication plan: the sales plan
The pricing plan
Marketing information, forecasting and organizing for marketing planning
Implementation issues in marketing planning
A step-by-step marketing planning system
Table of Contents provided by Publisher. All Rights Reserved.