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Marketing plans : how to prepare them, how to use them / Malcolm McDonald, Hugh Wilson

Main Author McDonald, Malcolm Coauthor Wilson, Hugh Edition 7th ed. Publication Chichester : Wiley, 2011 Description xvi, 573 p. : il. ; 25 cm ISBN 9780470669976 Topical name Marketing - Plano CDU 658.8.012.2
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca Universidade Europeia (QBN)
658.8.012.2 MCDN/D Available 9675
Book Biblioteca Universidade Europeia (QBN)
658.8.012.2 MCDN Checked out 2024-05-10 UE22159
Total holds: 0

Contents

1. Understanding the marketing process
2. The marketing planning process: 1 the main steps
3. The marketing planning process: 2 removing the myths
4. Completing the marketing audit: 1 the customer and market audit
5. Completing the marketing audit: 2 the product audit
6. Setting marketing objectives and strategies
7. The integrated marketing communications plan
8. The sales plan
9. The pricing plan
10. The multichannel plan: the route to market
11. The customer relationship management plan
12. Implementation issues in marketing planning
13. Measuring the effectiveness of marketing planning
14. A step-by-step marketing planning system

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