Marketing plans: how to prepare them, how to use them
McDonald, Malcolm
Wilson, Hugh
45,70 €(IVA inc.)
INDICE: Chapter 1: Understanding the Marketing Process. Chapter 2: The Marketing Planning Process: 1 The Main Steps. Chapter 3: The Marketing Planning Process: 2 Removing Myths. Chapter 4: Completing the Marketing Audit: 1 The Customer and Market Audit. Chapter 5: Completing the Marketing Audit: 2 The Product Audit. Chapter 6: Setting Marketing Objectives and Strategies. Chapter 7: The Integrated Marketing Communications Plan. Chapter 8: The Sales Plan. Chapter9: The Pricing Plan. Chapter 10: The Multichannel Plan: The Route to Market. Chapter 11: The Customer Relationship Management Plan. Chapter 12: Implementation Issues in Marketing Planning. Chapter 13: Measuring the Effectiveness of Marketing Planning. Index.
- ISBN: 978-0-470-66997-6
- Editorial: John Wiley & Sons
- Encuadernacion: Rústica
- Páginas: 480
- Fecha Publicación: 04/02/2011
- Nº Volúmenes: 1
- Idioma: Inglés