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Book by McDonald Malcolm
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Reseña del editor:
Now in its 5th edition, "Marketing Plans" is a highly renowned international bestseller. The book has been thoroughly revised throughout, and every chapter has been carefully updated with special attention paid to the latest developments in e-marketing, CRM and new planning practices. "Marketing Plans" is designed as a total, user friendly learning resource. Careful use of layout and colour ensures the text has maximum clarity, and the list of learning features includes: Key Concepts; Crucial Terms; Examples; Headlines; Marketing Insights; Case Studies; and Exercises. The book is established as essential reading 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. An international marketing bestseller, it is a practical step-by-step guide to marketing planning. It is thoroughly revised, with special attention paid to the latest developments in e-marketing, CRM and new planning practices.
Biografía del autor:
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.
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- EditorialButterworth-Heinemann Ltd
- Año de publicación2002
- ISBN 10 0750656255
- ISBN 13 9780750656252
- EncuadernaciónTapa blanda
- Número de edición5
- Número de páginas664
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Marketing Plans: How to Prepare Them, How to Use Them
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Butterworth-Heinemann
(2002)
ISBN 10: 0750656255
ISBN 13: 9780750656252
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Marketing Plans : How to Prepare Them, How to Use Them
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Marketing Plans: How to Prepare Them, How to Use Them
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Marketing Plans: How to Prepare Them, How to Use Them
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Descripción Paperback. Condición: Very Good. Marketing Plans, Fifth Edition, is a practical, step-by-step guide to marketing planning. This international, bestselling textbook from one of the world's leading marketing experts has been thoroughly revised and carefully updated with the latest developments in e-marketing, CRM, and new planning practices. Designed as a total, student-friendly resource it features: key concepts, crucial terms, examples, headlines, marketing insights, case studies, and exercises. The book is established as essential reading 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. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Nº de ref. del artículo: GOR001600951
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Marketing Plans: How to Prepare Them, How to Use Them
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