Marketing Plans That Work: Targeting Growth and Profitability

Marketing Plans That Work: Targeting Growth and Profitability

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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: Butterworth-Heinemann
ISBN: 9780750698283
Additional Contributors: Keegan, Warren J
Ebscomarc - monograph


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