| Description |
xix, 630 pages : illustrations ; 25 cm |
| 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 communication plan: 1 The advertising and sales promotion plans -- 8. The communication plan: 2 The sales plan -- 9. The pricing plan -- 10. The distribution plan and customer service plan -- 11. Marketing information, forecasting and organizing for marketing planning -- 12. Implementation issues in marketing planning -- 13. A step-by-step marketing planning system |
| Analysis |
Marketing plan |
| Notes |
Includes index |
| Bibliography |
Includes index |
| Subject |
Marketing.
|
|
Marketing -- Management.
|
|
Marketing -- Planning.
|
| Author |
Institute of Marketing.
|
| LC no. |
2004556468 |
| ISBN |
0750656255 paperback |
|
