Practical marketing planning
著者
書誌事項
Practical marketing planning
Macmillan, 1997
- : pbk
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注記
Includes bibliographical references and index
内容説明・目次
- 巻冊次
-
ISBN 9780333679074
内容説明
This interactive workbook describes the principles and techniques of marketing in a way that business people and students can understand and apply to all business activities. Divided into two sections, Part 1 looks at the principles and components of marketing, the internal and external audits, research, targeting forecasting and communications. Part 2 is an easy to use planning manual which guides the user through the production of a comprehensive marketing plan for a variety of products and sales regions.
目次
Marketing, What's It All About? - Market Appraisal: The Internal Audit - Market Appraisal: The External Audit - Market Appraisal: Research - Market Appraisal: The Marketing Mix Matrix - Market Appraisal: SWOT Analysis - Marketing Planning: Establishing Objectives - Targeting - Pricing for the Market: Pricing Policy - Marketing Planning: Forecasting - Marketing Communication: Sending the Message - Sales Promotions - Marketing Service: Customer Care - Planning: Putting the Numbers Togethe r
- 巻冊次
-
: pbk ISBN 9780333679081
内容説明
This interactive workbook describes the principles and techniques of marketing in a way that business people and students can understand and apply to all business activities. Divided into two sections, Part 1 looks at the principles and components of marketing, the internal and external audits, research, targeting forecasting and communications. Part 2 is an easy to use planning manual which guides the user through the production of a comprehensive marketing plan for a variety of products and sales regions.
目次
Marketing, What's It All About? - Market Appraisal: The Internal Audit - Market Appraisal: The External Audit - Market Appraisal: Research - Market Appraisal: The Marketing Mix Matrix - Market Appraisal: SWOT Analysis - Marketing Planning: Establishing Objectives - Targeting - Pricing for the Market: Pricing Policy - Marketing Planning: Forecasting - Marketing Communication: Sending the Message - Sales Promotions - Marketing Service: Customer Care - Planning: Putting the Numbers Together
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