Marketing plans that work
Contiene : 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...
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| Otros Autores: | |
| Formato: | Libro |
| Idioma: | Inglés |
| Publicado: |
Boston :
Butterworth-Heinemann
cop. 2002
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| Edición: | 2a ed |
| Materias: | |
| Ver en Universidad de Navarra: | https://innopac.unav.es/record=b17482483*spi |
| Sumario: | Contiene : 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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| Descripción Física: | VIII, 254 p. : il. ; 23 cm |
| Bibliografía: | Bibliografía e índice |
| ISBN: | 9780750673075 |
