Practical marketing planning

By: Cooper, JohnContributor(s): Lane, PeterMaterial type: TextTextPublication details: Basingstoke : Macmillan business, 1997Description: ix, 278 p. : illustrationISBN: 9780333679081; 0333679083 Subject(s): Marketing -- PlanningDDC classification: 658.8
Contents:
Marketing, What's It All About? - Market Appraisal: The Internal Audit - Market Appraisal: The External Audit - Market Appraisal: Research - Market Appraisal: The Marketing Mix Matrix - Market Appraisal: SWOT Analysis - Marketing Planning: Establishing Objectives - Targeting - Pricing for the Market: Pricing Policy - Marketing Planning: Forecasting - Marketing Communication: Sending the Message - Sales Promotions - Marketing Service: Customer Care - Planning: Putting the Numbers Together
Summary: This workbook describes the principles and techniques of marketing. Part 1 discusses the principles and components of marketing, audits, research, targeting forecasting and communications. Part 2 provides a planning manual which guides the user through the production of a marketing plan
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Holdings
Item type Current library Collection Call number Status Date due Barcode Item holds
Reference Books Reference Books Main Library
Reference 		Reference 658.8 COO (Browse shelf(Opens below)) Available 004802
Total holds: 0

Includes index

Marketing, What's It All About? - Market Appraisal: The Internal Audit - Market Appraisal: The External Audit - Market Appraisal: Research - Market Appraisal: The Marketing Mix Matrix - Market Appraisal: SWOT Analysis - Marketing Planning: Establishing Objectives - Targeting - Pricing for the Market: Pricing Policy - Marketing Planning: Forecasting - Marketing Communication: Sending the Message - Sales Promotions - Marketing Service: Customer Care - Planning: Putting the Numbers Together

This workbook describes the principles and techniques of marketing. Part 1 discusses the principles and components of marketing, audits, research, targeting forecasting and communications. Part 2 provides a planning manual which guides the user through the production of a marketing plan

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