Malcolm McDonald on marketing planning understanding marketing plans and strategy /

• Main Author: McDonald, Malcolm.
• Corporate Author: Gale Group.
• Format: Electronic
• Language: English
• Published: London, England : Kogan Page, c2008.
• Series: Gale virtual reference library
• Subjects: Marketing > Planning.; Marketing > Management.
• Online Access: Available for Universiti Teknologi MARA via Gale Virtual Reference Library. Click here to access

Presents the essentials of marketing plans and the strategic marketing planning process including, defining markets and segments, setting marketing objectives and strategies, advertising and sales promotion strategies, and price and sales strategies.

Table of Contents:

• Understanding marketing planning
• How marketing planning fits with corporate planning
• The strategic marketing planning process and the marketing plan
• Defining markets and segments prior to planning
• Understanding products and services prior to planning
• Setting marketing objectives and strategies
• Advertising and sales promotion strategies
• Sales strategies
• Price strategies
• Place (distribution and customer service) strategies
• Information and organization
• Making marketing planning work
• Next steps.