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082 0 4 _a658.8/02
_222
100 1 _aMcDonald, Malcolm.
245 1 0 _aMarketing plans :
_bhow to prepare them, how to use them /
_cMalcolm McDonald, Hugh Wilson.
250 _a7th ed.
260 _aChichester, West Sussex, U.K. :
_bWiley,
_c©2011.
300 _a(xvi, 573 pages) :
_billustrations (some color)
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
504 _aIncludes bibliographical references and index.
520 _a"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 the plan in action. The new edition has been thoroughly updated with contemporary thinking and includes new information on multi-channel integration and other new electronic routes to market. All case material and examples have also been revised."--
_cProvided by publisher.
505 0 _aUnderstanding 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.
588 0 _aPrint version record.
650 0 _aMarketing
_xManagement.
650 0 _aMarketing
_xPlanning.
650 4 _aMarketing
_xManagement.
650 4 _aMarketing
_xPlanning.
650 7 _aBUSINESS & ECONOMICS
_xGreen Business.
_2bisacsh
650 7 _aMarketing
_xManagement.
_2fast
_0(OCoLC)fst01010209
650 7 _aMarketing
_xPlanning.
_2fast
_0(OCoLC)fst01010240
655 4 _aElectronic books.
700 1 _aWilson, Hugh,
_d1962-
776 0 8 _iPrint version:
_aMcDonald, Malcolm.
_tMarketing plans.
_b7th ed.
_dChichester, West Sussex, U.K. : Wiley, 2011
_z9780470669976
_w(DLC) 2010050393
_w(OCoLC)690904721
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