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Tables of Contents for Marketing Plans
Chapter/Section Title
Page #
Page Count
Preface and acknowledgements
vii
How to use this book to achieve the best results
xi
Learning features
xv
An important note to the reader from the author
xvii
Understanding the marketing process
1
24
The marketing planning process: 1 The main steps
25
42
The marketing planning process: 2 Removing the myths
67
34
Completing the marketing audit: 1 The customer and market audit
101
70
Completing the marketing audit: 2 The product audit
171
84
Setting marketing objectives and strategies
255
56
The communication plan: 1 The advertising and sales promotion plans
311
30
The communication plan: 2 The sales plan
341
34
The pricing plan
375
30
The distribution plan and customer service plan
405
42
Marketing information, forecasting and organizing for marketing planning
447
78
Implementation issues in marketing planning
525
36
A step-by-step marketing planning system
561
64
Index
625