Research Catalog

Title

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

Author

McDonald, Malcolm

Publication

Hoboken : Wiley, 2016.

Items in the Library & Off-site

Details

Additional Authors

Wilson, Hugh, 1962-

Description

xv, 624 pages : color illustrations; 25 cm

Summary

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

• Marketing > Management
• Marketing > Planning
• Business and Management

Note

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

Bibliography (note)

• Includes bibliographical references and index.

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.

Call Number

HF5415.13

ISBN

• 9781119217138
• 111921713X

LCCN

2016022150

OCLC

949850913

Author

McDonald, Malcolm, author.

Title

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

Publisher

Hoboken : Wiley, 2016.

Edition

Eighth edition.

Type of Content

text

Type of Medium

unmediated

Type of Carrier

volume

Bibliography

Includes bibliographical references and index.

Connect to:

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

Added Author

Wilson, Hugh, 1962- author.

Research Call Number

*R-SIBL HF5415.13 .M255 2016