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035			_a21188
020			_a9780749451493
040			_aGR-AtMCL _bgre _dGR-AtMCL _eAACR2
245	1		_aMalcolm McDonald on Marketing Planning / Understanding Marketing Plans and Strategy
260			_bKogan Page, _c2008
300			_a198
520			_aThis book will help you to appreciate the benefits of rigorous marketing planning and will guide you through the production of a marketing plan made to work in the real world. Preface, Introduction, Understanding Marketing Planning, How Marketing Planning Fits with Corporate Planning, The Strategic Marketing Planning Process and the Marketing Plan, Defining Markets and Segments Prior to Planning, Understanding Product and Services Prior to Planning, Setting Marketing Objectives and Strategies, Advertising and Sales Promotion Strategies, Sales Strategies, Price Strategies, Place (Distribution and Customer Service) Strategies, Information and Organization, Making Marketing Planning Work, Next Steps, Index.
700	1		_aMcdonald Malcolm H. B _92014
942			_cBK
999			_c6256 _d6256