Practical Marketing Planning

By: John Cooper, Peter Lane

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Paperback | 12 May 1997 | Edition Number 1

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Paperback
292 Pages

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23.4 x 14.4 x 1.6

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This interactive workbook describes the principles and techniques of marketing in a way that business people and students can understand and apply to all business activities. Divided into two sections, Part 1 looks at the principles and components of marketing, the internal and external audits, research, targeting forecasting and communications. Part 2 is an easy to use planning manual which guides the user through the production of a comprehensive marketing plan for a variety of products and sales regions.

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You Can Find This Book In

Miscellaneous Items Non-Fiction Economics Business & Management Management & Management Techniques Management of Specific Areas Sales & Marketing Management Sales & Marketing

List of Figures
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
Market Planning: Establishing Objectives
Targeting: The Targeted Approach
Pricing for the Market: Pricing Policy
Market Planning: Forecasting
Marketing Communication: Sending the Message
Sales Promotions
Marketing Service: Customer Care
Planning: Putting the Numbers Together
The Marketing Planner
Glossary of Terms
Index
Table of Contents provided by Blackwell. All Rights Reserved.

Practical Marketing Planning

At a Glance

Paperback

Shipping

How to return your order

Defective items

You Can Find This Book In

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