TY  - BOOK
AU  - Mcdonald Malcolm H.B
TI  - Marketing Plans / How to Prepare Them: How to Use Them Third Edition
SN  - 75062213
PY  - 1995///
PB  - Butterworth Heinemann
N2  - The best book on the theory and practice of marketing planning ever written.  Preface, Understanding the Marketing Process, The Marketing Planning Process: The Main Steps, The Marketing Planning Process: Removing the Myths, Completing the Marketing Audit: The Customer and Market Audit, Completing the Marketing Audit: The Product Audit, Setting Marketing Objectives and Strategies, The Communication Plan: The Advertising and Sales Promotion Plan, The Communication Plan: The Sales Plan, The Pricing Plan, The Distribution Plan, Marketing Information and Forecasting and Organizing for Marketing Planning, Implementation Issues in Marketing Planning, A step-by-step Marketing Planning System, Index
ER  -