Marketing plans : how to prepare them, how to use them /

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"Marketing Plans, Seventh Edition presents a practical, no-nonsense style and approach that helps and encourages practicing managers with the difficult task of marketing planning. This helpful text illustrates the process of preparing a marketing plan, how to manage that process, and how to put...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: McDonald, Malcolm
Otros Autores: Wilson, Hugh, 1962-
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Chichester, West Sussex, U.K. : Wiley, Ã2011.
Edición:7th ed.
Temas:
Marketing > Management.
Marketing > Planning.
Marketing > Gestion.
Marketing > Planification.
BUSINESS & ECONOMICS > Green Business.
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Tabla de Contenidos:
  • Understanding the Marketing Process
  • The Marketing Planning Process: 1 The Main Steps
  • The Marketing Planning Process: 2 Removing the Myths
  • Completing the Marketing Audit: 1 The Customer and Market Audit
  • Completing the Marketing Audit: 2 The Product Audit
  • Setting Marketing Objectives and Strategies
  • The Integrated Marketing Communications Plan
  • The Sales Plan
  • The Pricing Plan
  • The Multichannel Plan: The Route to Market
  • The Customer Relationship Management Plan
  • Implementation Issues in Marketing Planning
  • Measuring the Effectiveness of Marketing Planning
  • A Step-by-Step Marketing Planning System.

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