TY  - BOOK
AU  - McDonald,Malcolm
TI  - Marketing plans: how to prepare them, how to use them
SN  - 9780750683869 (pbk.)
PY  - 2009///
CY  - Oxford
PB  - Butterworth-Heinemann
KW  - Marketing
KW  - Advertising
KW  - Sales
KW  - Pricing
KW  - Distribution
KW  - Customer service
KW  - Market forecasting
N1  - 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 market 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 and customer service plan ; 11. Marketing information, forecasting and organising for market planning ; 12. Implementation issues in marketing planning ; 13. A step-by-step marketing planning system ; Appendices
ER  -