Asia Pacific University Library catalogue


Marketing plans : how to prepare them, how to profit from them / Malcolm McDonald, Hugh Wilson.

By: McDonald, MalcolmContributor(s): Wilson, Hugh, 1962-Material type: TextTextPublication details: West Sussex, U.K : John Wiley & Sons, c2016Edition: 8th edDescription: xv, 624 p. ; ill. ; 25 cmISBN: 9781119217138 (pbk.)Subject(s): Marketing -- Management | Marketing -- PlanningLOC classification: HF5415.13 | .M33 2016
Contents:
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.
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Open Shelf 		Book HF5415.13 .M33 2016 c.1 (Browse shelf (Opens below)) 1 Available (No use restrictions) 00014967
General Circulation General Circulation APU Library
Open Shelf 		Book HF5415.13 .M33 2016 c.2 (Browse shelf (Opens below)) 2 Available (No use restrictions) 00018021
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HF5415.13 .M33 1999 c.3 Marketing plans : HF5415.13 .M33 1999 c.4 Marketing plans : HF5415.13 .M33 2016 c.1 Marketing plans : HF5415.13 .M33 2016 c.2 Marketing plans : HF5415.13 .M37 1996 c.3 Marketing management : HF5415.13 .M37 1999 c.1 Marketing management : HF5415.13 .M37 1999 c.2 Marketing management :

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.

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