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Marketing plans that work / Malcolm H.B. McDonald, Warren J. Keegan.

By: Contributor(s): Publication details: Boston : Butterworth-Heinemann, c2002.Edition: 2nd edDescription: viii, 254 p. ill. 23 cmISBN:
  • 0750673079 (pbk. : alk. paper)
Subject(s): DDC classification:
  • 658.802 MAC
Contents:
1. What is a marketing plan? - 2. Understanding the marketing process - 3. The marketing planning process - 4. Marketing objectives and strategies - 5. Marketing research and forecasting - 6. The marketing audit: customers and markets - 7. The marketing audit: products - 8. E-commerce and internet marketing - 9. the communication plan: advertising and sales promotion - 10. The communication plan: sales - 11. The pricing plan - 12. The distribution plan - 13. Implementation issues in marketing planning - 14. marketing planning in review.
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Includes bibliographical references and index.

1. What is a marketing plan? - 2. Understanding the marketing process - 3. The marketing planning process - 4. Marketing objectives and strategies - 5. Marketing research and forecasting - 6. The marketing audit: customers and markets - 7. The marketing audit: products - 8. E-commerce and internet marketing - 9. the communication plan: advertising and sales promotion - 10. The communication plan: sales - 11. The pricing plan - 12. The distribution plan - 13. Implementation issues in marketing planning - 14. marketing planning in review.