000			02107cam a2200253 i 4500
008			160819s2017 enk b 001 0 eng
020			_a9780749478216 (paperback)
050	0	0	_aHF5415.13 _bM369157
082	0	0	_a658.8/02
100	1		_aMcDonald, Malcolm,
245	1	0	_aMalcolm McDonald on marketing planning : _bunderstanding marketing plans and strategy / _cMalcolm McDonald.
250			_a2nd edition.
300			_ax, 177;
500			_aRevised edition of the author's Malcolm McDonald on marketing planning, 2008.
520			_a"A primer for marketing professionals and students, the second edition of Malcolm McDonald on Marketing Planning focuses on the practical application of marketing planning. Chapters explain advertising and sales promotion strategies, price and sales strategies, how to define markets and segments, and how to set marketing objectives and strategies. This fully revised second edition has not only been updated to contain the latest research, but also includes an extensive appendix covering topics such as digital marketing, advertising, developing new products, and international product planning"--
520			_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"--
650		0	_aMarketing _xPlanning.
650		0	_aMarketing _xManagement.
650		7	_aBUSINESS & ECONOMICS / Marketing / General.
650		7	_aBUSINESS & ECONOMICS / Strategic Planning.
942			_cBK
999			_c13459 _d13459