Marketing plans : how to prepare them, how to use them /

• Main Author: McDonald, Malcolm
• Other Authors: Wilson, Hugh, 1962-
• Format: eBook
• Language: English
• Published: Chichester, West Sussex, U.K. : Wiley, [2011]
• Edition: 7th ed.
• Subjects: Marketing > Management.; Marketing > Planning.; BUSINESS & ECONOMICS > Green Business.; Electronic books.

"Marketing Plans, Seventh Edition presents a practical, no-nonsense style and approach that helps and encourages practicing managers with the difficult task of marketing planning. This helpful text illustrates the process of preparing a marketing plan, how to manage that process, and how to put...

Table of Contents:

• Understanding the Marketing Process
• The Marketing Planning Process: 1 The Main Steps
• The Marketing Planning Process: 2 Removing the Myths
• Completing the Marketing Audit: 1 The Customer and Market Audit
• Completing the Marketing Audit: 2 The Product Audit
• Setting Marketing Objectives and Strategies
• The Integrated Marketing Communications Plan
• The Sales Plan
• The Pricing Plan
• The Multichannel Plan: The Route to Market
• The Customer Relationship Management Plan
• Implementation Issues in Marketing Planning
• Measuring the Effectiveness of Marketing Planning
• A Step-by-Step Marketing Planning System.