Overview
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Table of contents (15 chapters)
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Front Matter
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The Marketing Planning Process
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Front Matter
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The Marketing Planner: Marketing Planning Forms
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Front Matter
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Back Matter
Keywords
About this book
This interactive workbook describes the principles and techniques of marketing in a way that business people and students can understand and apply to all business activities. Divided into two sections, Part 1 looks at the principles and components of marketing, the internal and external audits, research, targeting forecasting and communications. Part 2 is an easy-to-use planning manual which guides the user through the production of a comprehensive marketing plan for a variety of products and sales regions.
Bibliographic Information
Book Title: Practical Marketing Planning
Authors: John Cooper, Peter Lane
DOI: https://doi.org/10.1007/978-1-349-25551-1
Publisher: Red Globe Press London
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: John Cooper and Peter Lane 1997
Edition Number: 1
Number of Pages: IX, 288
Additional Information: Previously published under the imprint Palgrave
Topics: Marketing