This new text leads students step-by-step through the process of preparing a realistic, practical and effective marketing plan. Principles are presented in the context of application, with 24 cases (such as Ryanair, Ciba Speciality Chemicals, HSBC, Orange, Danone and Ducati) and dozens of Marketing in Action extended examples. Students can sharpen their marketing skills by studying the detailed sample marketing plan in Appendix 1 and gain hands-on experience in developing marketing plans using the Marketing Plan Pro software included with this text.
- ISBN10 6610601534
- ISBN13 9786610601530
- Publish Date 1 January 2004
- Publish Status Active
- Out of Print 7 December 2011
- Publish Country US
- Imprint Pearson Education UK
- Format eBook
- Pages 409
- Language English