TY  - BOOK
AU  - McDonald,Malcolm
TI  - Marketing plans: How to prepare them, how to use them 
SN  - 0750683864 :
U1  - 658.802 
PY  - 2007///
CY  - Boston
PB  - Elsevier
KW  - Marketing
KW  - Management
KW  - Planning
N1  - Includes bibliographical references and index; Understanding the marketing process -- The marketing planning process: 1. the main steps -- The marketing planning process: 2. removing the myths -- Completing the marketing audit: 1. the customer and market audit -- Completing the marketing audit: 2. the product audit -- Setting marketing objectives and strategies -- The communication plan: 1. the advertising and sales promotion plans -- The communication plan: 2. the sales plan -- The pricing plan -- The distribution plan and customer service plan -- Marketing information, forecasting and organizing for marketing planning -- Implementation issues in marketing planning -- A step-by-step marketing planning system
ER  -