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, 2007
6th ed
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注記
Includes index
内容説明・目次
内容説明
"Marketing Plans" is simply the definitive guide to making plans that work. Adopting a 'this is how you do it approach', McDonald takes you through the painstaking process of marketing planning, while also providing a detailed means of implementing all the concepts introduced. The differences between processes, methods, strategic and tactical planning is made clear and the latest thinking in marketing incorporated. This is an essential title 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. Now in its 6th edition, "Marketing Plans" is a highly renowned international bestseller. This is a comprehensively revised and updated edition of the definitive and internationally bestselling guide to Marketing Planning. It retains the practical step-by-step approach that gives the book unique clarity. It incorporates all the latest thinking in e-marketing, CRM and new planning practices.
目次
- 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.
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