The Marketing Plan: A Pictorial Guide for Managers

McDonald, Malcolm and Morris, Peter

ISBN 10: 0750606789 / ISBN 13: 9780750606783

Edité par Butterworth-Heinemann Ltd, 1992

A propos de cet article

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Détails bibliographiques

• Titre: The Marketing Plan: A Pictorial Guide for Managers
• Éditeur: Butterworth-Heinemann Ltd
• Date de parution: 1992
• Langue: anglais
• ISBN à 10 chiffres: 0750606789
• ISBN à 13 chiffres: 9780750606783
• Reliure: Paperback
• État de l'article: Used; Very Good

A propos de ce titre

Synopsis

The Marketing Plan: a pictorial guide for managers is a unique approach to the complex world of marketing theory and practice. This book aids understanding and at the same time encourages marketing and other professionals to delve deeper into the planning process. After more than fifty years of marketing theory and practice, marketing planning still remains one of the great, unconquered challenges. This challenge continues to grow as the environments in which companies operate become increasingly hostile, abrasive and dynamic. There is a growing body of evidence to show that the difference between an organization's efficiency and effectiveness is becoming more and more important. Through the use of lively cartoon illustrations McDonald and Morris present the marketing plan in an interesting, amusing and useful way.

À propos des auteurs

MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.

NDD, ATD, is an illustrator and designer of educational and training materials, head of design and manager of the Media Service Unit, University of Sussex, co-founder and studio manager of Business Training and producer of corporate videos. Peter is co-author of Finance for Small Businesses, Total Quality Management, Selling Products and Services (all published by Butterworth-Heinemann).