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Book Categories |
Preface | ||
How to use this book to achieve the best results | ||
A note from the author | ||
1 | Understanding the marketing process | 1 |
2 | The marketing planning process: 1 The main steps | 20 |
3 | The marketing planning process: 2 Removing the myths | 54 |
4 | Completing the marketing audit: 1 The customer and market audit | 83 |
5 | Completing the marketing audit: 2 The product audit | 131 |
6 | Setting marketing objectives and strategies | 198 |
7 | The communication plan: 1 The advertising and sales promotion plans | 245 |
8 | The communication plan: 2 The sales plan | 271 |
9 | The pricing plan | 293 |
10 | The distribution plan | 320 |
11 | Marketing information, forecasting and organizing for marketing planning | 346 |
12 | Implementation issues in marketing planning | 395 |
13 | A step-by-step marketing planning system | 427 |
Index | 483 |
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