Pocket Guide to the Marketing Plan

by PeterMorris (Author), Malcolm Mc Donald (Author), George Parkin (Illustrator), George Parkin (Illustrator), Malcolm Mc Donald (Author), PeterMorris (Author)

• Used

  Paperback
  1995

  $3.45

  Marketing planning still remains one of the great, unconquered challenges for business everywhere. There is a growing body of evidence to show that the difference between efficiency and effectiveness (or, in planning terms, between tactics and strategy) is becoming more important. Today, successful chief executives are grasping the absolute necessity of understanding where their companies should be going, with this direction properly articulated in plans that identify and develop those things that make a company significantly different and profitable. This unique pocket guide aims to improve awareness of marketing planning in its broadest context and is a must for marketing students and professionals.