Marketing Plans: How to Prepare Them, How to Use Them
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 la...more
Published April 1st 2007 by Butterworth-Heinemann
(first published March 1985)
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