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0 (hodnocen0 x )

EB

ONLINE

Eighth edition

Hoboken : Wiley, 2016

1 online resource (643 pages) : color illustrations

ISBN 9781119217176 (electronic bk.)

ISBN 9781119217183 (electronic bk.)

ISBN 9781119217138

ISBN 9781119217138 (pbk.)

Print version: McDonald, Malcolm. Marketing plans : how to prepare them, how to profit from them. Hoboken : Wiley, 2016 ISBN 9781119217138

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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