Marketing Plans That Work

Marketing Plans That Work

Targeting Growth and Profitability

Book - 1997
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-- Practical, step-by-step guide to marketing planning-- Integrates useful parts of the marketing audit-- Dynamic writing team of US professional and respected European marketing authority-- Linked to EXMAR, a marketing plan software applicationFor marketing managers and business executives concerned with profitability and sustained growth of their organizations, Marketing Plans provides a practical and insightful step-by-step guide on how to prepare and use a marketing plan. The whole process of marketing planning from initial assessment of a company's business plan to the steps necessary to ensure a company achieves its profit targets is fully explained. There is also a section which provides a degree this is how you do it' guide to devising your own marketing plan, combining the very best of current practice with the necessary theoretical background.
Publisher: Boston : Butterworth-Heinemann, c1997
ISBN: 9780750698283
Call Number: 658.802 M145m
Characteristics: viii, 236 p. : ill. ; 24 cm
Additional Contributors: Keegan, Warren J.


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