by Malcolm McDonald · Butterworth-Heinemann · tapa blanda · ISBN 9780750656252
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«Marketing Plans» (fifth edition) is Malcolm McDonald's marketing guide in paperback, published by Butterworth-Heinemann, in English.
Reference manual that shows step by step how to prepare and use a marketing plan. This revised fifth edition pays special attention to e-marketing, CRM and new planning practices, and includes key concepts, examples, case studies and exercises designed to apply each concept in practice.
The first edition appeared in 1985; the volume includes an index.
Aimed at marketing professionals and students of the discipline, including those taking professional programmes such as CIM and CAM.
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