Marketing plans that work:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Boston [u.a.]
Butterworth-Heinemann
2002
|
| Edition: | 2. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Includes bibliographical references and index |
| Physical Description: | VIII, 254 S. graph. Darst. |
| ISBN: | 0750673079 |
Staff View
MARC
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| 245 | 1 | 0 | |a Marketing plans that work |c Malcolm H.B. McDonald ; Warren J. Keegan |
| 250 | |a 2. ed. | ||
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| 500 | |a Includes bibliographical references and index | ||
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Record in the Search Index
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| adam_text | Contents
Preface vii
Chapter 1 What Is a Marketing Plan? 1
Chapter 2 Understanding the Marketing Process 5
Chapter 3 The Marketing Planning Process 15
Chapter 4 Marketing Objectives and Strategies 37
Chapter 5 Marketing Research and Forecasting 61
Chapter 6 The Marketing Audit: Customers and Markets 77
Chapter 7 The Marketing Audit: Products 95
Chapter 8 E commerce and Internet Marketing 135
Chapter 9 The Communication Plan: Advertising
and Sales Promotion 149
Chapter 10 The Communication Plan: Sales 163
Chapter 11 The Pricing Plan 175
Chapter 12 The Distribution Plan 185
Chapter 13 Implementation Issues in Marketing Planning 199
Chapter 14 Marketing Planning in Review 213
Authors Note 239
Glossary 241
Index 247
|
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| id | DE-604.BV019594103 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T20:01:03Z |
| institution | BVB |
| isbn | 0750673079 |
| language | English |
| lccn | 2001043345 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-012930759 |
| oclc_num | 47797875 |
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| owner | DE-1102 |
| owner_facet | DE-1102 |
| physical | VIII, 254 S. graph. Darst. |
| publishDate | 2002 |
| publishDateSearch | 2002 |
| publishDateSort | 2002 |
| publisher | Butterworth-Heinemann |
| record_format | marc |
| spelling | McDonald, Malcolm 1938- Verfasser (DE-588)118107585 aut Marketing plans that work Malcolm H.B. McDonald ; Warren J. Keegan 2. ed. Boston [u.a.] Butterworth-Heinemann 2002 VIII, 254 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Marketing - Planification Marketing Planning Marketing (DE-588)4037589-4 gnd rswk-swf Strategisches Management (DE-588)4124261-0 gnd rswk-swf Marketing (DE-588)4037589-4 s Strategisches Management (DE-588)4124261-0 s DE-604 Keegan, Warren J. 1936-2014 Sonstige (DE-588)123495075 oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=012930759&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | McDonald, Malcolm 1938- Marketing plans that work Marketing - Planification Marketing Planning Marketing (DE-588)4037589-4 gnd Strategisches Management (DE-588)4124261-0 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4124261-0 |
| title | Marketing plans that work |
| title_auth | Marketing plans that work |
| title_exact_search | Marketing plans that work |
| title_full | Marketing plans that work Malcolm H.B. McDonald ; Warren J. Keegan |
| title_fullStr | Marketing plans that work Malcolm H.B. McDonald ; Warren J. Keegan |
| title_full_unstemmed | Marketing plans that work Malcolm H.B. McDonald ; Warren J. Keegan |
| title_short | Marketing plans that work |
| title_sort | marketing plans that work |
| topic | Marketing - Planification Marketing Planning Marketing (DE-588)4037589-4 gnd Strategisches Management (DE-588)4124261-0 gnd |
| topic_facet | Marketing - Planification Marketing Planning Marketing Strategisches Management |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=012930759&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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