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

By: Contributor(s): Material type: TextTextPublication details: Oxford : Butterworth-Heinemann, 1995.Edition: 3rd edDescription: xiii, 485, [5] p. : ill., forms ; 25 cmISBN:
  • 075062213X
Subject(s): LOC classification:
  • HF5415.13 MCD 1995
Contents:
1. Understanding the marketing process -- 2. The marketing planning process: 1 The main steps -- 3. The marketing planning process: 2 Removing the myths -- 4. Completing the marketing audit: 1 The customer and market audit -- 5. Completing the marketing audit: 2 The product audit -- 6. Setting marketing objectives and strategies -- 7. The communication plan: 1 The advertising and sales promotion plans -- 8. The communication plan: 2 The sales plan -- 9. The pricing plan -- 10. The distribution plan -- 11. Marketing information, forecasting and organizing for marketing planning -- 12. Implementation issues in marketing planning -- 13. A step-by-step marketing planning system.
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Holdings
Item type Current library Collection Call number Copy number Status Barcode
Books in General collection Books in General collection Mzuzu University Library and Learning Resources Centre Non-fiction HF 5415.13 MCD 1995 (Browse shelf(Opens below)) 10376 Available MzULM-010376

"Published on behalf of the Chartered Institute of Marketing and the CAM Foundation".

1. Understanding the marketing process -- 2. The marketing planning process: 1 The main steps -- 3. The marketing planning process: 2 Removing the myths -- 4. Completing the marketing audit: 1 The customer and market audit -- 5. Completing the marketing audit: 2 The product audit -- 6. Setting marketing objectives and strategies -- 7. The communication plan: 1 The advertising and sales promotion plans -- 8. The communication plan: 2 The sales plan -- 9. The pricing plan -- 10. The distribution plan -- 11. Marketing information, forecasting and organizing for marketing planning -- 12. Implementation issues in marketing planning -- 13. A step-by-step marketing planning system.

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