| Edition |
4th ed. |
| Description |
1 online resource (xviii, 578 pages) : illustrations. |
| Physical Medium |
polychrome |
| Description |
text file |
| Series |
The Chartered Institute of Marketing/Butterworth-Heinemann marketing series
|
|
Marketing series (London, England). Professional development.
|
| Note |
"Published in association with the Chartered Institute of Marketing." |
|
Includes index. |
| Summary |
"In this thoroughly updated fourth edition, McDonald has brought Marketing Plans: How to Prepare Them, How to Use Them, into the twenty-first century, including new material on key growth areas such as key account management and electronic marketing." "In this text, one of the world's leading marketing educators takes the reader through the whole process of marketing planning - from the initial assessment of a company's business plan, to the steps necessary to ensure a company achieves its profit targets." |
| Contents |
Front Cover; Marketing Plans; Copyright Page; Contents; Preface and acknowledgements; How to use this book to achieve the best results; Learning features; An important note to the reader from the author; Chapter 1. Understanding the marketing process; Chapter 2. The marketing planning process: 1 The main steps; Chapter 3. The marketing planning process: 2 Removing the myths; Chapter 4. Completing the marketing audit: 1 The customer and market audit; Chapter 5. Completing the marketing audit: 2 The product audit; Chapter 6. Setting marketing objectives and strategies. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Marketing -- Management.
|
|
Marketing -- Management. |
|
Marketing -- Planning.
|
|
Marketing -- Planning. |
|
Marketing.
|
|
Marketing. |
| Genre/Form |
Electronic books.
|
| Added Author |
Institute of Marketing.
|
| Other Form: |
Print version: McDonald, Malcolm. Marketing plans. 4th ed. Oxford ; Boston : Butterworth-Heinemann, 1999 0750641169 9780750641166 (DLC) 00265135 (OCoLC)40610436 |
| ISBN |
9780080569567 (electronic book) |
|
0080569560 (electronic book) |
|
9780750641166 |
|
0750641169 |
|
