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Practical Marketing Planning by John Cooper, Peter Lane


Practical Marketing Planning by John Cooper, Peter Lane

This interactive workbook describes the principles and techniques of marketing in a way that business people and students can understand and apply to all business activities. Divided into two sections, Part 1 looks at the principles and components of marketing, the internal and external audits, research, targeting forecasting and communications. Part 2 is an easy to use planning manual which guides the user through the production of a comprehensive marketing plan for a variety of products and sales regions.

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Book Info

Publication date

12th May 1997


John Cooper, Peter Lane

More books by John Cooper, Peter Lane
Author 'Like for Like'


Palgrave Macmillan


288 pages




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