IF YOU'RE SO BRILLIANT...HOW COME YOU DON'T HAVE A MARKETING PLAN? by McDonald, Malcolm ISBN 074943726X
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[edit] IF YOU'RE SO BRILLIANT...HOW COME YOU DON'T HAVE A MARKETING PLAN?
A concise introduction to the essentials of marketing planning. Areas addressed include: defining markets and segments prior to planning; understanding products and services; marketing objectives and strategies; advertising and sales promotion; sales strategies; pricing strategies; and more.
With more than a 1/4 million copies sold world-wide of his acclaimed book Marketing Plans, Malcolm McDonald is in a unique position to write this - his first - quick-fix guide for busy practitioners who need results now. He has pared down the detailed advice to be found in his 500-page tome to give readers a concise guide to the essentials of what makes a plan work. He sets a challenge for readers to test their own understanding with a series of exercises and looks at the problems of marketing planning, the common obstacles and advises on how to overcome them. How come your Marketing Plans aren't working?...is a little book with a big ambition - to help managers help themselves to deliver marketing plans that deliver results. Contents include: *understanding marketing planning *how marketing planning fits with corporate planning *the marketing planning process and its output - the plan *defining markets and segments prior to planning *understanding products and services *setting marketing objectives and strategies *advertising and sales promotion strategies *sales strategies *pricing strategies *place (distribution and customer service) strategies *information and organization *making marketing planning work.
[edit] Book Details
[edit] Title
IF YOU'RE SO BRILLIANT...HOW COME YOU DON'T HAVE A MARKETING PLAN?
[edit] Author
McDonald, Malcolm
[edit] ISBN
074943726X
[edit] Published
03/04/2002
[edit] Publisher
Kogan Page Ltd
[edit] Binding
paperback
[edit] Retail Price
6.99 (GBP)
[edit] Typical Price Online
6.99 (GBP)
[edit] Buy Book Online
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