MARKETING PLANS HOW TO PREPER THEM HOW TO USE THEM MCDONALD M. Bankowa.pl

Now in its 5th 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.

Table of Contents
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.
629 pages

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