Marketing plans : how to prepare them, how to use them / Malcolm McDonald.

by McDonald, MalcolmLooking glass.

Publisher: Amsterdam ; Butterworth-Heinemann, 2007.Edition: Sixth edition.Description: xvii, 675 pages : illustrations (some colour) ; 25 cm.ISBN: 0750683864; 9780750683869.Subject(s): Marketing -- PlanningLooking glass | MarketingLooking glassNote: Previous ed.: 2002.Note: Includes index. Alternative form: Electronic version: 9780080489353
Item type Home library Collection Class number Status Date due Barcode Item reservations
Long loan London College of Communication
Main collection
Printed books 658.8021 MCD (Browse shelf (Opens below)) Available 54103530
Long loan London College of Communication
Main collection
Printed books 658.8021 MCD (Browse shelf (Opens below)) Available 54103529
Total reservations: 0

Enhanced descriptions from Syndetics:

In this text, the process of marketing planning - from initial assessment of a company's business plan to the steps necessary to ensure a company achieves its profit targets - is fully explained.

Previous ed.: 2002.

Includes index.

Table of contents provided by Syndetics

  • 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

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