Centro de Documentacion de Fundación MAPFRE - The Marketing audit : translating marketing theory into practice

MAP20070011471

The Marketing audit : translating marketing theory into practice / Malcolm H.B. McDonald written in association with John W. Leppard. — Oxford [etc.] : Butterworth-Heinemann, 1991

VII, 268 p. : graf. ; il. ; 24 cm

Sumario: 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

ISBN 0-7506-0089-6

1. Marketing . 2. Planificación . 3. Servicio al cliente . 4. Estrategia empresarial . 5. Investigación comercial . I. Leppard, John W. . II. Título.

FUNDACIÓN MAPFRE. Centro de Documentación

FUNDACIÓN MAPFRE. Centro de Documentación — Signatura: 922.112.1-MAC-MAR — Nº de registro: 012739

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