num_pages: 272
description: Presents an overview of customer-oriented planning. Provides a process for strategic and operational marketing planning that allows integration of business and marketing plans, and shows how to produce effective marketing strategies, including promotional plans. Gives insight and advice on portfolio and customer analysis, the role of the environmental audit, corporate missions, communication tools, and monitoring performance. The author is affiliated with the Chartered Institute of Marketing, and the City University Business School. Annotation c. Book News, Inc., Portland, OR (booknews.com)
language: English
title: Definitive Guide to Marketing Planning, The
publisher: Financial Times Management