基本信息·出版社：Butterworth-Heinemann Ltd ·页码：704 页 ·出版日期：2007年04月 ·ISBN：0750683864 ·条形码：9780750683869 ·装帧：平装 ·正文 ...
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Marketing Plans, Sixth Edition: How to prepare them, how to use them |
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Marketing Plans, Sixth Edition: How to prepare them, how to use them |
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基本信息·出版社：Butterworth-Heinemann Ltd
·页码：704 页
·出版日期：2007年04月
·ISBN：0750683864
·条形码：9780750683869
·装帧：平装
·正文语种：英语
内容简介 Marketing Plans is simply the definitive guide to making plans that work. Adopting a 'this is how you do it approach' McDonald takes you through the painstaking process of marketing planning, while also providing a detailed means of implementing all the concepts introduced. The differences between processes, methods, strategic and tactical planning is made clear and the latest thinking in marketing incorporated.
This is an essential title for all serious professional marketers and students of marketing, both undergraduates and those on professional courses for CIM and CAM. Above all it provides a practical, hands-on approach for implementing every single concept included in the text. Now in its 6th edition, Marketing Plans is a highly renowned international bestseller.
* A comprehensively revised and updated edition of the definitive and internationally bestselling guide to Marketing Planning
* Retains the practical step-by-step approach that gives the book unique clarity
* Incorporates all the latest thinking in e-marketing, CRM and new planning practices
作者简介 MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.
媒体推荐 "It is cleary and powerfully written and is probably the best book on the theory and practice of marketing planning ever written." Warren J. Keegan, Professor of International Business and Marketing Director, Institute for Global Business Strategy, Pace University, New York
编辑推荐 "It is clearly and powerfully written and is probably the best book on the theory and practice of marketing planning ever written." Warren J. Keegan, Professor of International Business and Marketing Director, Institute for Global Business Strategy, Pace University, New York
