Marketing plans: how to prepare them, how to profit from them
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Chichester
Wiley
[2016]
|
| Ausgabe: | Eighth edition |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Inhaltsverzeichnis |
| Beschreibung: | Revised edition of the authors' Marketing plans, 2011. - Includes bibliographical references and index |
| Beschreibung: | xv, 624 Seiten Illustrationen, Diagramme |
| ISBN: | 9781119217138 |
Internformat
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Datensatz im Suchindex
| _version_ | 1805069095287128064 |
|---|---|
| adam_text |
MARKETING PLANS
/ MCDONALD, MALCOLMYYEAUTHOR
: 2016
TABLE OF CONTENTS / INHALTSVERZEICHNIS
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
DIESES SCHRIFTSTCK WURDE MASCHINELL ERZEUGT.
Titel: Marketing plans
Autor: McDonald, Malcolm
Jahr: 2016
Contents
Preface and acknowledgements vi
How to use this book to achieve the best results viü
Learning features x
Tutors' guide xii
An important note to the reader from the authors xüi
PART ONE THE MARKETING PLANNING PROCESS AND THE OUTPUT 1
Chapter 1 Understanding the Marketing Process 3
Chapter 2 The Marketing Planning Process: The Main Steps 39
Chapter 3 The Customer and Market Audit Part 1: Understanding Markets and
Market Segmentation 77
Chapter 4 The Customer and Market Audit Part 2: Understanding Customer
Needs and Developing Value Propositions 139
Chapter 5 The Customer and Market Audit Part 3: The Product Audit 165
Chapter 6 Setting Marketing Objectives and Strategies 227
PART TWO THE MAJOR ELEMENTS OF MARKETING 273
Chapter 7 The Integrated Marketing Communications Plan 275
Chapter 8 The Sales and Key Account Plan 327
Chapter 9 The MultiChannel Plan: The Route to Market 371
Chapter 10 The Customer Relationship Management Plan 417
Chapter 11 The Pricing Plan 451
PART THREE MARKETING PLANS MEASUREMENT AND IMPLEMENTATION 483
Chapter 12 Implementation Issues in Marketing Planning 485
Chapter 13 Measuring the Effectiveness of Marketing Planning 537
Chapter 14 A Step-by-Step Marketing Planning System 561
Conclusion: Guidelines from the authors on world-class marketing 599
Marketing Planning: Yes, it really works! Experiences from the real world 603
Index 615 |
| any_adam_object | 1 |
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| dewey-full | 658.8/02 |
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| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | Eighth edition |
| format | Book |
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| subject_GND | (DE-588)4037589-4 |
| title | Marketing plans how to prepare them, how to profit from them |
| title_auth | Marketing plans how to prepare them, how to profit from them |
| title_exact_search | Marketing plans how to prepare them, how to profit from them |
| title_full | Marketing plans how to prepare them, how to profit from them Malcolm McDonald, Hugh Wilson |
| title_fullStr | Marketing plans how to prepare them, how to profit from them Malcolm McDonald, Hugh Wilson |
| title_full_unstemmed | Marketing plans how to prepare them, how to profit from them Malcolm McDonald, Hugh Wilson |
| title_short | Marketing plans |
| title_sort | marketing plans how to prepare them how to profit from them |
| title_sub | how to prepare them, how to profit from them |
| topic | Marketing Management Marketing Planning Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing Management Marketing Planning Marketing |
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