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Marketing Plans [Paperback]

Malcolm H.B. McDonald


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Book Description

This guide enables managers and business executives to prepare and use a marketing plan. Marketers, executives and students studying for CIM and CAM examinations will find the applications of basic marketing principles to sound business practice useful. An LPBB edition is available.
--This text refers to an out of print or unavailable edition of this title.

Product Details

  • Paperback: 224 pages
  • Publisher: Butterworth-Heinemann
  • Language: English
  • ISBN-10: 0434912301
  • ISBN-13: 978-0434912308
  • Product Dimensions: 22.6 x 15.2 x 2 cm
  • Shipping Weight: 381 g
  • Amazon Bestsellers Rank: #329,647 in Books (See Top 100 in Books)

Product Description

Review

"It is clearly and powerfully written and is probably the best book on the theory and practice of marketing planning ever written." Warren J. Keegan, Professor of International Business and Marketing Director, Institute for Global Business Strategy, Pace University, New York --This text refers to an alternate Paperback edition.

From the Publisher

Marketing Plans is designed as a total, user friendly learning resource. Careful use of layout and colour ensures the text has maximum clarity, and the list of learning features includes:* Key Concepts * Crucial Terms * Examples * Headlines * Marketing Insights * Case Studies * Exercises The book is established as essential reading for all serious professional marketers and students of marketing, both undergraduates and those on professional courses for CIM and CAM. Above all it provides a practical, hands-on approach for implementing every single concept included in the text. --This text refers to an alternate Paperback edition.

Inside This Book (Learn More)
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First Sentence
In 1776, when Adam Smith said that consumption is the sole end and purpose of production, he was in fact describing what in recent years has become known as the marketing concept. Read the first page
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 3.0 out of 5 stars  2 reviews
1 of 2 people found the following review helpful
3.0 out of 5 stars Overkill Jan. 22 2010
By BF - Published on Amazon.com
Format:Paperback|Verified Purchase
I can't fault the content - it's very thorough and fairly readable - but I simply don't find myself reaching for it on my office bookshelf. If I need marketing guides or ideas I find myself just Googling it.

Ie. Comprehensive but unwieldy.
0 of 3 people found the following review helpful
3.0 out of 5 stars Excellent but.. Feb. 8 2008
By lenonline - Published on Amazon.com
Format:Paperback|Verified Purchase
This is an excellent book. I didn't realize that the pricing was in Euros, but other than that it is a great book.
ARRAY(0xae7f2738)

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