Marketing plans : how to prepare them, how to use them

Including Index.
"Published in association with the Chartered Institute of Marketing."

Chapter 1. Understanding the marketing process.--
Chapter 2. The marketing planning process: The main steps.--
Chapter 3. The marketing planning process: Removing the myths.--
Chapter 4. Completing the marketing audit: The customer and market audit.--
Chapter 5. Completing the marketing audit: The Product audit.--
Chapter 6. Setting marketing objectives and strategies.--
Chapter 7. The communication plan: The advertising and sale promotion plans.--
Chapter 8. The communication plan: The sales plan.--
Chapter 9. The pricing plan.--
Chapter 10. The Distribution plan and customer service plan.--
Chapter 11. Marketing information, forecasting and organizing for marketing planning.--
Chapter 12. Implementation issues in marketing planning.--
Chapter 13. A step-by-step marketing planning system.

"In this thoroughly updated fourth edition, McDonald has brought Marketing Plans: How to Prepare Them, How to Use Them, into the twenty-first century, including new material on key growth areas such as key account management and electronic marketing." "In this text, one of the world's leading marketing educators takes the reader through the whole process of marketing planning - from the initial assessment of a company's business plan, to the steps necessary to ensure a company achieves its profit targets."