LEADER 02661nam 2200445 450 001 9910148601703321 005 20170511081905.0 010 $a0-7494-7822-5 035 $a(CKB)3710000000921721 035 $a(MiAaPQ)EBC4730414 035 $a(PPN)198684843 035 $a(EXLCZ)993710000000921721 100 $a20161111h20172017 uy 0 101 0 $aeng 135 $aurcnu|||||||| 181 $2rdacontent 182 $2rdamedia 183 $2rdacarrier 200 10$aMalcolm McDonald on marketing planning $eunderstanding marketing plans and strategy /$fMalcolm McDonald 205 $aSecond edition. 210 1$aLondon, [England] ;$aNew York, New York ;$aNew Delhi, India :$cKogan Page,$d2017. 210 4$dİ2017 215 $a1 online resource (192 pages) $cillustrations, tables 311 $a0-7494-7821-7 330 $a"A primer for marketing professionals and students, the second edition of Malcolm McDonald on Marketing Planning focuseson the practical application of marketing planning. Chapters explainadvertising and sales promotion strategies,price and sales strategies, how to define markets and segments, andhow to set marketing objectives and strategies. This fullyrevised second edition has not only been updated to contain the latest research, but also includes an extensive appendix covering topics such asdigital marketing, advertising, developing new products, and international product planning"--$cProvided by publisher. 330 $a"A primer for marketing professionals and students, the second edition of Malcolm McDonald on Marketing Planning provides a clear guide to marketing planning. Focussing on the practical application of marketing planning this book will guide readers through the production of a marketing plan that has real world application. Key content includes defining markets and segments, setting marketing objectives and strategies, advertising and sales promotion strategies, and price and sales strategies. With an emphasis on practicality this fully revised second edition has been thoroughly overhauled to contain new content on the essentials of marketing planning and the strategic marketing process"--$cProvided by publisher. 606 $aMarketing$xPlanning 606 $aMarketing$xManagement 615 0$aMarketing$xPlanning. 615 0$aMarketing$xManagement. 676 $a658.8/02 686 $aBUS043000$aBUS063000$2bisacsh 700 $aMcDonald$b Malcolm$0117340 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910148601703321 996 $aMalcolm McDonald on marketing planning$92862735 997 $aUNINA