000			02701cam a2200409Ii 4500
020			_a9781119309895 _q(electronic bk.)
020			_a1119309891 _q(electronic bk.)
020			_a9781119217176 _q(electronic bk.)
020			_a1119217172 _q(electronic bk.)
020			_a9781119217183 _q(electronic bk.)
020			_a1119217180 _q(electronic bk.)
020			_z9781119217138
020			_z111921713X
037			_aA24C6A93-B328-46A1-8A71-8E27A80D99C3 _bOverDrive, Inc. _nhttp://www.overdrive.com
040			_cCUS
072		7	_aBUS _x082000 _2bisacsh
072		7	_aBUS _x041000 _2bisacsh
072		7	_aBUS _x042000 _2bisacsh
072		7	_aBUS _x085000 _2bisacsh
100	1		_aMcDonald, Malcolm, _eauthor.
245	1	0	_aMarketing plans : _bhow to prepare them, how to profit from them / _cMalcolm McDonald, Hugh Wilson.
260			_aEighth edition.
260		1	_aHoboken : _bWiley, _c2016.
300			_a1 online resource
500			_aRevised edition of the authors' Marketing plans, 2011.
505	0		_aPreface 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.
650		0	_aMarketing _xManagement.
650		0	_aMarketing _xPlanning.
650		7	_aBUSINESS & ECONOMICS _xIndustrial Management. _2bisacsh
650		7	_aBUSINESS & ECONOMICS _xManagement. _2bisacsh
650		7	_aBUSINESS & ECONOMICS _xManagement Science. _2bisacsh
650		7	_aBUSINESS & ECONOMICS _xOrganizational Behavior. _2bisacsh
650		7	_aMarketing _xManagement. _2fast _0(OCoLC)fst01010209
650		7	_aMarketing _xPlanning. _2fast _0(OCoLC)fst01010240
700	1		_aWilson, Hugh, _d1962- _eauthor.
856	4	0	_uhttps://doi.org/10.1002/9781119309895 _zWiley Online Library
942			_cEBK
999			_c208730 _d208730