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Practical Marketing Planning

  • Authors
  • John Cooper
  • Peter Lane
Textbook

Table of contents

  1. Front Matter
    Pages i-ix
  2. The Marketing Planning Process

    1. Front Matter
      Pages 1-1
    2. John Cooper, Peter Lane
      Pages 3-19
    3. John Cooper, Peter Lane
      Pages 21-25
    4. John Cooper, Peter Lane
      Pages 27-37
    5. John Cooper, Peter Lane
      Pages 39-45
    6. John Cooper, Peter Lane
      Pages 47-63
    7. John Cooper, Peter Lane
      Pages 65-69
    8. John Cooper, Peter Lane
      Pages 71-79
    9. John Cooper, Peter Lane
      Pages 81-98
    10. John Cooper, Peter Lane
      Pages 99-111
    11. John Cooper, Peter Lane
      Pages 113-131
    12. John Cooper, Peter Lane
      Pages 133-144
    13. John Cooper, Peter Lane
      Pages 145-149
    14. John Cooper, Peter Lane
      Pages 151-161
    15. John Cooper, Peter Lane
      Pages 163-167
  3. The Marketing Planner: Marketing Planning Forms

    1. Front Matter
      Pages 169-169
    2. John Cooper, Peter Lane
      Pages 171-269
  4. Back Matter
    Pages 271-278

About this book

Introduction

This interactive workbook describes the principles and techniques of marketing in a way that business people and students can understand and apply to all business activities. Divided into two sections, Part 1 looks at the principles and components of marketing, the internal and external audits, research, targeting forecasting and communications. Part 2 is an easy-to-use planning manual which guides the user through the production of a comprehensive marketing plan for a variety of products and sales regions.

Keywords

communication marketing pricing Promotion

Bibliographic information

  • DOI https://doi.org/10.1007/978-1-349-25551-1
  • Copyright Information John Cooper and Peter Lane 1997
  • Publisher Name Palgrave, London
  • Print ISBN 978-0-333-67908-1
  • Online ISBN 978-1-349-25551-1
  • Buy this book on publisher's site