Research Catalog

Details

Additional authors

1. Wilson, Hugh, 1962-

Description

1. xv, 624 pages : color illustrations; 25 cm

Summary

1. 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.

Subject

1. Business and Management
2. Marketing > Planning
3. Marketing > Management

Contents

1. 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.

Call number

1. HF5415.13

Note

1. Revised edition of the authors' Marketing plans, 2011.

Bibliography (note)

1. Includes bibliographical references and index.

Author

1. McDonald, Malcolm, author.

Title

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

Publisher

1. Hoboken : Wiley, 2016.

Edition

1. Eighth edition.

Type of content

1. text

Type of medium

1. unmediated

Type of carrier

1. volume

Bibliography

1. Includes bibliographical references and index.

Connect to:

1. View this book online, via DawsonERA, both on- and off-campus

Added author

1. Wilson, Hugh, 1962- author.

LCCN

1. 2016022150

ISBN

1. 9781119217138 (paperback)
2. 111921713X (paperback)

Research call number

1. *R-SIBL HF5415.13 .M255 2016