Hatton, Angela — THE DEFINITIVE GUIDE TO MARKETING PLANNING.

New Jersey, Prentice Hall / Pearson, 2000. 7th printing 262 pp. Pb . 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. very good condition