Marketing plans that work
Contiene : 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...
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| Other Authors: | |
| Format: | Book |
| Language: | Inglés |
| Published: |
Boston :
Butterworth-Heinemann
cop. 2002
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| Edition: | 2a ed |
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| See on Universidad de Navarra: | https://unika.unav.edu/discovery/fulldisplay?docid=alma991000646439708016&context=L&vid=34UNAV_INST:VU1&search_scope=34UNAV_TODO&tab=34UNAV_TODO&lang=es |
| Summary: | Contiene : 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 |
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| Physical Description: | VIII, 254 p. : il. ; 23 cm |
| Bibliography: | Bibliografía e índice |
| ISBN: | 9780750673075 |
