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Marketing plans that work : targeting growth and profitability

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Author(s): Keegan, Warren J.; McDonald, Malcolm
Edition: 2nd ed.
Publisher: Butterworth-Heinemann
Year: 2002

Language: English
Pages: 0
City: Boston
Tags: Marketing -- Planification

Preface
What is a marketing plan?
Understanding the marketing process
The marketing planning process
Marketing objectives and strategies
Marketing information, probing, and forecasting
The marketing audit: customers and markets
The marketing audit: products
E-commerce and internet marketing
The communication plan: advertising and sales promotion
The communication plan: sales
The pricing plan
The distribution plan
Implementation issues in marketing planning
Marketing planning in review
Authors' note
Recommended reading
Glossary
Index.