http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
viii, 254 pages : illustrations ; 23 cm.
ch. 1. What is a marketing plan -- ch. 2. Understanding the marketing process -- ch. 3. The marketing planning process -- ch. 4. Marketing objectives and strategies -- ch. 5. Marketing research and forecasting -- ch. 6. The marketing audit : customers and markets -- ch. 7. The marketing audit : products -- ch. 8. E-commerce and Internet marketing - ch. 9. The communication plan : advertising and sales promotion -- ch. 10. The communication plan : sales -- ch. 11. The pricing plan -- ch. 12. The distribution plan -- ch. 13. Implementation issues in marketing planning -- ch. 14. Marketing planning in review.
Malcolm H.B. McDonald, Warren J. Keegan.
Includes bibliographical references and index.