TY  - BOOK
AU  - Taylor,James Walter
TI  - Marketing planning: : a step-by-step guide
SN  - 0132420414
U1  - 658.8 
PY  - 1997///]
CY  - Englewood Cliffs, New Jersey
PB  - Prentice Hall
KW  - Marketing
KW  - Planning
KW  - Handbooks, manuals, etc
N1  - Includes index; Introduction; Marketing planning and strategy : what it is and why it is needed; What we know about what makes business profitable; The product life cycle : how the PLC drives your markets; Every company has strengths and weakness : how to understand and use your company's strengths and weaknesses; How to conduct a focused market review; How to conduct a competitive analysis; Analyzing your environment and dealing with what is "out there"; Where do you want to get to? Developing your own mission statement; Marketing intelligence and your customers; Sales force planning and management; Advertising, sales and trade promotion; All competition is now global; Technology--it is changing everything you do in business; Pulling it all together to develop a winning strategic marketing plan
ER  -