Marketing plans : how to prepare them, how to use them
著者
書誌事項
Marketing plans : how to prepare them, how to use them
Butterworth-Heinemann, 1995
3rd ed
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注記
"Published on behalf of the Chartered Institute of Marketing and the CAM Foundation"
内容説明・目次
内容説明
This guide enables managers and business executives to prepare and use a marketing plan. Marketers, executives and students studying for CIM and CAM examinations will find the applications of basic marketing principles to sound business practice useful. An LPBB edition is available.
目次
- Understanding the marketing process
- the marketing planning process - the main steps
- removing the myths
- completing the marketing audit - the customer and market audit
- the product audit
- setting marketing objectives and strategies
- the communication plan - the advertising and sales promotion plans
- the sales plan
- the pricing plan
- the distribution plan
- marketing information forecasting and organizing for marketing planning.
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