Marketing plans: how to prepare them, how to use them
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Amsterdam [u.a.]
Butterworth-Heinemann
2007
|
| Edition: | 6. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XVII, 675 S. Ill., graph. Darst. |
| ISBN: | 0750683864 9780750683869 |
Staff View
MARC
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| 245 | 1 | 0 | |a Marketing plans |b how to prepare them, how to use them |c Malcolm McDonald |
| 250 | |a 6. ed. | ||
| 264 | 1 | |a Amsterdam [u.a.] |b Butterworth-Heinemann |c 2007 | |
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| 650 | 7 | |a Planning |2 gtt | |
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| 650 | 4 | |a Marketing |x Planning | |
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Record in the Search Index
| _version_ | 1804136450815426560 |
|---|---|
| adam_text | Contents
Preface and acknowledgements v
How to use this book to achieve the best results ix
Learning features xiii
An important note to the reader from the author xv
1 Understanding the marketing process 1
2 The marketing planning process:
1 The main steps 27
3 The marketing planning process:
2 Removing the myths 77
4 Completing the marketing audit:
1 The customer and market audit 111
5 Completing the marketing audit:
2 The product audit 181
6 Setting marketing objectives and strategies 271
7 The communication plan:
1 The advertising and sales promotion plans 329
8 The communication plan:
2 The sales plan 335
9 The pricing plan 341
10 The distribution plan and customer service plan 347
11 Marketing information, forecasting and organizing
for marketing planning 353
12 Implementation issues in marketing planning 439
13 A step by step marketing planning system 475
Appendix A: Chapter 7 539
Appendix B: Chapter 8 573
Appendix C: Chapter 9 603
Appendix D: Chapter 10 629
Index 667
|
| adam_txt |
Contents
Preface and acknowledgements v
How to use this book to achieve the best results ix
Learning features xiii
An important note to the reader from the author xv
1 Understanding the marketing process 1
2 The marketing planning process:
1 The main steps 27
3 The marketing planning process:
2 Removing the myths 77
4 Completing the marketing audit:
1 The customer and market audit 111
5 Completing the marketing audit:
2 The product audit 181
6 Setting marketing objectives and strategies 271
7 The communication plan:
1 The advertising and sales promotion plans 329
8 The communication plan:
2 The sales plan 335
9 The pricing plan 341
10 The distribution plan and customer service plan 347
11 Marketing information, forecasting and organizing
for marketing planning 353
12 Implementation issues in marketing planning 439
13 A step by step marketing planning system 475
Appendix A: Chapter 7 539
Appendix B: Chapter 8 573
Appendix C: Chapter 9 603
Appendix D: Chapter 10 629
Index 667 |
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| callnumber-subject | HF - Commerce |
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| dewey-full | 658.802 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
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| dewey-search | 658.802 |
| dewey-sort | 3658.802 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 6. ed. |
| format | Book |
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| index_date | 2024-07-02T17:15:12Z |
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| isbn | 0750683864 9780750683869 |
| language | English |
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| spelling | McDonald, Malcolm 1938- Verfasser (DE-588)118107585 aut Marketing plans how to prepare them, how to use them Malcolm McDonald 6. ed. Amsterdam [u.a.] Butterworth-Heinemann 2007 XVII, 675 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing gtt Planning gtt Marketing Marketing Management Marketing Planning Marketingkonzept (DE-588)4120696-4 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketingkonzept (DE-588)4120696-4 s DE-604 Marketing (DE-588)4037589-4 s 1\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015600949&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
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| subject_GND | (DE-588)4120696-4 (DE-588)4037589-4 |
| title | Marketing plans how to prepare them, how to use them |
| title_auth | Marketing plans how to prepare them, how to use them |
| title_exact_search | Marketing plans how to prepare them, how to use them |
| title_exact_search_txtP | Marketing plans how to prepare them, how to use them |
| title_full | Marketing plans how to prepare them, how to use them Malcolm McDonald |
| title_fullStr | Marketing plans how to prepare them, how to use them Malcolm McDonald |
| title_full_unstemmed | Marketing plans how to prepare them, how to use them Malcolm McDonald |
| title_short | Marketing plans |
| title_sort | marketing plans how to prepare them how to use them |
| title_sub | how to prepare them, how to use them |
| topic | Marketing gtt Planning gtt Marketing Marketing Management Marketing Planning Marketingkonzept (DE-588)4120696-4 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing Planning Marketing Management Marketing Planning Marketingkonzept |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015600949&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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