000 03278cam a2200433 i 4500
001 19236802
005 20240122135341.0
008 160819s2017 enk b 001 0 eng
906 _a7
_bcbc
_corignew
_d1
_eecip
_f20
_gy-gencatlg
925 0 _aacquire
_b2 shelf copies
_xpolicy default
955 _wxm06 2016-08-19
_frm06 2016-12-15 to BCCD
010 _a 2016037290
020 _a9780749478216 (paperback)
020 _z9780749478223 (eISBN)
040 _aDLC
_beng
_cDLC
_erda
_dDLC
042 _apcc
050 0 0 _aHF5415.13
_b.M369157 2017
082 0 0 _a658.8/02
_223
084 _aBUS043000
_aBUS063000
_2bisacsh
100 1 _aMcDonald, Malcolm,
_eauthor.
240 1 0 _aHow come your marketing plans aren't working?
245 1 0 _aMalcolm McDonald on marketing planning :
_bunderstanding marketing plans and strategy /
_cMalcolm McDonald.
250 _a2nd edition.
264 1 _aUnited Kingdom ;
_aNew York :
_bKogan Page,
_c2017.
300 _ax, 177 pages ;
_c24 cm
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
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 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.
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"--
_cProvided by publisher.
504 _aIncludes bibliographical references and index.
650 0 _aMarketing
_xPlanning.
650 0 _aMarketing
_xManagement.
650 7 _aBUSINESS & ECONOMICS / Marketing / General.
_2bisacsh
650 7 _aBUSINESS & ECONOMICS / Strategic Planning.
_2bisacsh
776 0 8 _iOnline version:
_aMcDonald, Malcolm, author.
_tMalcolm McDonald on marketing planning
_bSecond edition.
_dPhiladelphia, PA : Kogan Page, 2016
_z9780749478223
_w(DLC) 2016038888
963 _aPhilippa Fiszzon; phone: +44-20 7843 1943; email: pfiszzon@koganpage.com; bc: pfiszzon@koganpage.com