000			02101cam a22003018i 4500
001			19092977
003			APU
005			20180119110846.0
008			160513s2016 nju b 001 0 eng
010			_a 2016022150
020			_a9781119217138 (pbk.)
040			_aDLC _beng _cAPU _dDAYAH _dSM
042			_apcc
050	0	0	_aHF5415.13 _b.M33 2016
100	1		_aMcDonald, Malcolm. _98189
245	1	0	_aMarketing plans : _bhow to prepare them, how to profit from them / _cMalcolm McDonald, Hugh Wilson.
250			_a8th ed.
260			_aWest Sussex, U.K : _bJohn Wiley & Sons, _cc2016.
300			_axv, 624 p. ; _bill. ; _c25 cm.
500			_aRevised edition of the authors' Marketing plans, 2011.
504			_aIncludes bibliographical references and index.
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. _97276
650		0	_aMarketing _xPlanning. _98093
700	1		_aWilson, Hugh, _d1962- _931075
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _cBook
999			_c380076 _d380076