Marketing Plans that Work
This practical step-by-step guide to successfully preparing and executing a marketing plan combines the very best of current practice with necessary theoretical and technical background.Malcolm McDonald, Warren J. Keegan ... factors matrix Market research Market segmentation studies , (Overall) Issues to be addressed (By segment) Portfolio summary (Overall) BCG matrix Directional policy matrix Assumptions Downside riskanbsp;...
| Title | : | Marketing Plans that Work |
| Author | : | Malcolm McDonald, Warren J. Keegan |
| Publisher | : | Butterworth-Heinemann - 2002 |
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