Malcolm McDonald on marketing planning : understanding marketing plans and strategy

著者

    • McDonald, Malcolm

書誌事項

Malcolm McDonald on marketing planning : understanding marketing plans and strategy

Kogan Page, 2008

大学図書館所蔵 件 / 全1件

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注記

Includes bibliographical references (p. 192) and index

内容説明・目次

内容説明

As a busy marketing professional or student, you'll find that this information-crammed guide to marketing planning is perfect for you. Snappy and succinct, Malcolm McDonald on Marketing Planning will help you appreciate the benefits of rigorous marketing planning and will guide you through the production of a marketing plan made to work in the real world. With the emphasis on practicality, this book covers the essentials of marketing planning and the strategic marketing process. Key content includes: defining markets and segments, setting marketing objectives and strategies, advertising and sales promotion strategies, and price and sales strategies. With test questions at the end of each chapter to aid understanding, this really is the essential guide to marketing planning. Written by the world-class authority on marketing plans, this book is perfect for any busy marketing professional who needs a short, sharp revision of their planning skills, or a handy guide to put their plans on the right track straight away.

目次

  • Chapter - 00: Introduction
  • Chapter - 01: Understanding marketing planning
  • Chapter - 02: How marketing planning fits with corporate planning
  • Chapter - 03: The strategic marketing planning process and the marketing plan
  • Chapter - 04: Defining markets and segments prior to planning
  • Chapter - 05: Understanding products and services prior to planning
  • Chapter - 06: Setting marketing objectives and strategies
  • Chapter - 07: Advertising and sales promotion strategies
  • Chapter - 08: Sales strategies
  • Chapter - 09: Price strategies
  • Chapter - 10: Place (distribution and customer service) strategies
  • Chapter - 11: Information and organization
  • Chapter - 12: Making marketing planning work
  • Chapter - 13: Next steps...

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