MAP20070011471Mac Donald, Malcolm H.B.The Marketing audit : translating marketing theory into practice / Malcolm H.B. McDonald written in association with John W. Leppard. — Oxford [etc.] : Butterworth-Heinemann, 1991VII, 268 p. : graf. ; il. ; 24 cmSumario: Understanding the marketing process -- The marketing planning process: the main steps -- Removing the barriers to marketing planning -- The customer and the market audit -- The product audit -- Setting marketing objectives and strategies -- Advertising and sales promotion -- The sales plan -- The pricing plan -- The distribution plan -- Marketing information, forecasting and organizing for marketing planning -- Implementing the market plan