Marketing Plans: A Complete Guide in Pictures
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品牌: Malcolm McDonald
基本信息出版社:Wiley; 1 (2012年2月21日)平装:168页正文语种:英语ISBN:1119943132条形码:9781119943136商品尺寸:16.8 x 1.3 x 24.1 cm商品重量:304 gASIN:1119943132商品描述内容简介An imaginative, witty, original but deadly serious introduction to all the concepts you need in marketing today.Successful executives know that marketing as a process and an orientation is a necessity for understanding where a company needs to go and how to get there. It's not difficult to spot those organizations that have failed to adopt a marketing approach!In order for managers and students to quickly grasp the key principles, one of the world's leading marketing educators, Malcolm McDonald, has teamed up with expert cartoonist and educational designer, Peter Morris, to create this short, unique and powerful guide.Using black and white cartoons and graphics packed with ideas and examples,Marketing Plans: A Complete Guide in Picturesis a highly accessible primer that is both a rigorous and serious introduction to the subject for those discovering marketing for the first time, and a versatile companion for more experienced professionals.This book is based on the international bestsellerMarketing Plans: How to Prepare Them, How to Use Themby Malcolm McDonald and Hugh Wilson (Wiley).目录Introduction vi1 Understanding the Marketing Process 12 The Marketing Planning Process I 153 The Marketing Planning Process II 294 The Customer and Market Audit 415 The Product Audit 516 Setting Marketing Objectives and Strategies 677 The Communication Plan I 778 The Communication Plan II 919 The Pricing Plan 10110 Place: The Distribution and Customer Service Plan 11511 Marketing Information, Forecasting and Organization 13112 Designing and Implementing a Marketing Planning System 149