ENGLISH

Malcolm McDonald on Marketing Planning: Understanding Marketing Plans and Strategy

By Malcolm McDonald

Book information

Publisher
Kogan Page
Year
2008
ISBN
9780749451493, 0749451491
LCC
HF5415.13 .M369157 2007
Open Library ID
OL10768887M
Language
english
Format
PDF
Filesize
770 kB (788456 bytes)
Pages
209\209
Topic
Business
Library
avaxhome.ws
Time added
2010-05-31 15:29:46

Description

Malcolm McDonald on Marketing Planning guides readers through the production of a marketing plan made to work in the real world. With the emphasis on practicality, this book covers the essentials of marketing planning and the strategic marketing process. Key content includes: defining markets and segments, setting marketing objectives and strategies, advertising and sales promotion strategies, and price and sales strategies. Test questions at the end of each chapter aid understanding. Written by an authority on marketing plans, this book is useful for any busy marketing professional who needs a short, sharp revision of their planning skills, or a handy guide to put their plans on the right track.

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