McDonald, Wilson:

Marketing Plans: How to prepare them, how to profit from them, 8th Edition

Instructor Companion Site

Table Of Contents

Chapter 0: Introduction

Chapter 1: Understanding the Marketing Process

Chapter 2: The Marketing Planning Process

Chapter 3: The Customer and Market Audit Part 1

Chapter 4: The Customer and Market Audit Part 2

Chapter 5: The Customer and Market Audit Part 3

Chapter 6: Setting Marketing Objectives and Strategies

Chapter 7: The Integrated Marketing Communications Plan

Chapter 8: The Sales and Key Account Plan

Chapter 9: The Multichannel Plan

Chapter 10: The Customer Relationship Management Plan

Chapter 11: The Pricing Plan

Chapter 12: Implementation Issues in Marketing Planning

Chapter 13: Measuring the Effectiveness of Marketing Planning

Chapter 14: A Step-by-Step Marketing Planning System

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