UID:
almafu_9959328035702883
Format:
1 online resource
Edition:
Eighth edition.
ISBN:
9781119309895
,
1119309891
,
9781119217176
,
1119217172
,
9781119217183
,
1119217180
Content:
In this text, the process of marketing planning - from initial assessment of a company's business plan to the steps necessary to ensure a company achieves its profit targets - is fully explained.
Note:
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.
Additional Edition:
Print version: McDonald, Malcolm. Marketing plans. Hoboken : Wiley, 2016 ISBN 9781119217138
Language:
English
Keywords:
Electronic books.
;
Electronic books.
;
Electronic books.
;
Electronic books.
URL:
https://onlinelibrary.wiley.com/doi/book/10.1002/9781119309895
URL:
https://onlinelibrary.wiley.com/doi/book/10.1002/9781119309895
URL:
https://onlinelibrary.wiley.com/doi/book/10.1002/9781119309895
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