Marketing Plans That Work

Malcolm H. B. McDonald · Warren J. Keegan

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Marketing and Advertising Strategies Digital Marketing and Social Media Business Strategies and Innovation

Abstract

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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