McDonald, Malcolm.
Marketing plans : how to prepare them, how to profit from them / Malcolm McDonald, Hugh Wilson. - 8th ed. - West Sussex, U.K : John Wiley & Sons, c2016. - xv, 624 p. ; ill. ; 25 cm.
Revised edition of the authors' Marketing plans, 2011.
Includes bibliographical references and index.
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.
9781119217138 (pbk.)
2016022150
Marketing--Management.
Marketing--Planning.
HF5415.13 / .M33 2016
Marketing plans : how to prepare them, how to profit from them / Malcolm McDonald, Hugh Wilson. - 8th ed. - West Sussex, U.K : John Wiley & Sons, c2016. - xv, 624 p. ; ill. ; 25 cm.
Revised edition of the authors' Marketing plans, 2011.
Includes bibliographical references and index.
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.
9781119217138 (pbk.)
2016022150
Marketing--Management.
Marketing--Planning.
HF5415.13 / .M33 2016