How to Prepare a Marketing Plan: A Guide to Reaching the Consumer Market

Stapleton, John; Thomas, Michael J.

 
9780566077845: How to Prepare a Marketing Plan: A Guide to Reaching the Consumer Market

Synopsis

Marketing today is more a management style than a group of activities under a department head, and is central to the success of a company as a whole, according to the authors. Aspects of planning are covered, from analyzing market share and deciding marketing strategy, to specific elements of the marketing mix - campaign, planning, media evaluation, sales promotion, publicity, packaging and PR.

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