| Most introductory marketing books will cover the
planning process, for example: Blythe, J. (2001) Essentials of
Marketing, 2nd edition, Prentice Hall chapter 10
However, for a detailed review of the process you might try:
McDonald, M. (2001) Marketing Plans. How to prepare them, how
to use the. 4th edition, Butterworth Heinenamm Chapters 1 and
2
References
Baker, M. (2000) Marketing Management and Strategy, 3rd edition,
Macmillan Business. Blythe, J. (2001) Essentials of Marketing,
2nd edition, Prentice Hall Davies, M. (1998) Understanding Marketing,
1st edition. Prentice Hall McDonald, M. (2001) Marketing Plans.
How to prepare them, how to use the. 4th edition, Butterworth
Heinenamm Randall, G. (2001) Principles of Marketing, 2nd edition,
Thomson Learning.
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