Marketing Plans

by Malcolm McDonald (Author)

• Used

  Paperback
  1984

  $4.21

  Based on practical research in industry, this book describes the marketing planning process, how a thorough marketing audit is carried out, how strategies are evolved and costed, and how aspects such as price, distribution, information systems, and forecasting often get overlooked, yet are an integral part of the marketing plan. Aimed at students following IM Diploma, MBA, BA, BSc Business, Management and Marketing courses and practising marketers in the private and public sectors, is practical and systematic and written in a clear style with many examples and case studies.

• Used

  Paperback
  1999

  $3.25

  McDonald (Cranfield School of Management) explains the marketing planning process, the marketing audit, setting objectives and strategies, the communications plan, the pricing plan, the distribution plan, and the customer service plan. The fourth edition adds new material on key account management and electronic marketing.