Brand management : planning and control / J.R. Bureau.
By: Bureau, J. R.
Material type: BookSeries: Macmillan studies in marketing management.Publisher: London : MacMillan, 1981Description: xiii, 250 p. : ill. ; 23 cm.ISBN: 0333319028; 0333319036.Subject(s): Marketing -- Management | Product managementDDC classification: 658.8Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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General Lending | MTU Bishopstown Library Store Item | 658.8 (Browse shelf(Opens below)) | 1 | Available | 00033694 |
Bibliography: p. 244-245.- includes index.
The brand manager -- Operational planning needs -- The operational marketing plan -- The product plan -- Product strategy -- Promotional policy -- Sales policy -- The revenue account -- Performance objectives -- Contributors to the product plan -- Plan approval -- Product control -- Selling control -- Promotional control -- Financial control -- Control and market research -- Brand management and the future