Marketing plans :
McDonald, Malcolm,
Marketing plans : how to prepare them, how to profit from them / Malcolm McDonald, Hugh Wilson. - Eighth edition. Hoboken : Wiley, 2016. - 1 online resource
Revised edition of the authors' Marketing plans, 2011.
Preface and acknowledgements -- How to use this book to achieve the best results -- Learning features -- Tutor's guide -- An important note to the reader from the authors -- The marketing planning process and the output -- Understanding the marketing process -- The marketing planning process : the main steps -- The customer and market audit part 1: Understanding markets and market segmentation -- The customer and market audit part 2 : Understanding customer needs and developing value propositions -- The customer and market audit part 3: The product audit -- Setting marketing objectives and strategies -- The major elements of marketing -- The integrated marketing communications plan -- The sales and key account plan -- The multichannel plan : the route to market -- The customer relationship management plan -- The pricing plan -- Marketing plans measurement and implementation -- Implementation issues in marketing planning -- Measuring the effectiveness of marketing planning -- A step-by-step marketing planning system -- Conclusion: guidelines from the authors on world class marketing -- Index.
9781119309895 1119309891 9781119217176 1119217172 9781119217183 1119217180
A24C6A93-B328-46A1-8A71-8E27A80D99C3 OverDrive, Inc. http://www.overdrive.com
Marketing--Management.
Marketing--Planning.
BUSINESS & ECONOMICS--Industrial Management.
BUSINESS & ECONOMICS--Management.
BUSINESS & ECONOMICS--Management Science.
BUSINESS & ECONOMICS--Organizational Behavior.
Marketing--Management.
Marketing--Planning.
Marketing plans : how to prepare them, how to profit from them / Malcolm McDonald, Hugh Wilson. - Eighth edition. Hoboken : Wiley, 2016. - 1 online resource
Revised edition of the authors' Marketing plans, 2011.
Preface and acknowledgements -- How to use this book to achieve the best results -- Learning features -- Tutor's guide -- An important note to the reader from the authors -- The marketing planning process and the output -- Understanding the marketing process -- The marketing planning process : the main steps -- The customer and market audit part 1: Understanding markets and market segmentation -- The customer and market audit part 2 : Understanding customer needs and developing value propositions -- The customer and market audit part 3: The product audit -- Setting marketing objectives and strategies -- The major elements of marketing -- The integrated marketing communications plan -- The sales and key account plan -- The multichannel plan : the route to market -- The customer relationship management plan -- The pricing plan -- Marketing plans measurement and implementation -- Implementation issues in marketing planning -- Measuring the effectiveness of marketing planning -- A step-by-step marketing planning system -- Conclusion: guidelines from the authors on world class marketing -- Index.
9781119309895 1119309891 9781119217176 1119217172 9781119217183 1119217180
A24C6A93-B328-46A1-8A71-8E27A80D99C3 OverDrive, Inc. http://www.overdrive.com
Marketing--Management.
Marketing--Planning.
BUSINESS & ECONOMICS--Industrial Management.
BUSINESS & ECONOMICS--Management.
BUSINESS & ECONOMICS--Management Science.
BUSINESS & ECONOMICS--Organizational Behavior.
Marketing--Management.
Marketing--Planning.