| Description |
ix, 288 pages : illustrations ; 24 cm |
| Contents |
Part I. The marketing planning process : 1. Marketing: what's it all about? ; 2. Market appraisal: the internal audit ; 3. Market appraisal: the external audit ; 4. Market appraisal: research ; 5. Market appraisal: the marketing mix matrix ; 6. Market appraisal: SWOT analysis ; 7. Market planning: establishing objectives ; 8. Targeting: the targeted approach ; 9. Pricing for the market: pricing policy ; 10. Market planning: forecasting ; 11. Marketing communication: sending the message ; 12. Sales promotions ; 13. Marketing service: customer care ; Planning: putting the numbers together -- Part II. The marketing planner: marketing planning forms : 15. The marketing planner |
| Notes |
Includes index |
| Subject |
Marketing -- Planning.
|
| Author |
Lane, Peter, 1942-
|
| ISBN |
0333679075 |
|
0333679083 |
|
