by Nathalie Van Laethem, Laurence Body · Dunod · tapa blanda · ISBN 9782100508846
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«Le plan marketing» is the practical marketing guide by Nathalie Van Laethem and Laurence Body, published by Dunod in paperback (333 pages, in French).
Guide to creating the annual marketing plan in four variants: strategic, operational, customer, and crisis. It explains step by step what information to gather, what questions to ask, and what tools to use, with sample structures, company cases, and guidelines for turning strategies into commercial and loyalty actions.
Second edition, published in 2008. Full title: 'Le plan marketing: plan stratégique, plan opérationnel, plan marketing client, plan de crise'.
For marketing directors, product managers, and sales managers who need to build marketing plans and turn them into sales actions.
