TY  - BOOK
AU  - McDonald,Malcolm
AU  - Wilson,Hugh
TI  - Marketing plans: how to prepare them, how to use them 
SN  - 9781119205876
AV  - HF5415.13 .M255 2011eb
U1  - 658.8/02 22
PY  - 2011///
CY  - Chichester, West Sussex, U.K.
PB  - Wiley
KW  - Marketing
KW  - Management
KW  - Planning
KW  - Gestion
KW  - Planification
KW  - BUSINESS & ECONOMICS
KW  - Green Business
KW  - bisacsh
KW  - fast
N1  - Includes bibliographical references and index; Understanding the Marketing Process -- The Marketing Planning Process: 1 The Main Steps -- The Marketing Planning Process: 2 Removing the Myths -- Completing the Marketing Audit: 1 The Customer and Market Audit -- Completing the Marketing Audit: 2 The Product Audit -- Setting Marketing Objectives and Strategies -- The Integrated Marketing Communications Plan -- The Sales Plan -- The Pricing Plan -- The Multichannel Plan: The Route to Market -- The Customer Relationship Management Plan -- Implementation Issues in Marketing Planning -- Measuring the Effectiveness of Marketing Planning -- A Step-by-Step Marketing Planning System
N2  - "Marketing Plans, Seventh Edition presents a practical, no-nonsense style and approach that helps and encourages practicing managers with the difficult task of marketing planning. This helpful text illustrates the process of preparing a marketing plan, how to manage that process, and how to put the plan in action. The new edition has been thoroughly updated with contemporary thinking and includes new information on multi-channel integration and other new electronic routes to market. All case material and examples have also been revised."--
UR  - https://onlinelibrary.wiley.com/doi/book/10.1002/9781119205876
ER  -