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The Marketing audit : translating marketing theory into practice

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      <subfield code="a">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.</subfield>
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