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Marketing plans: how to prepare them, how to profit from them

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Bibliographic Details
Main Authors:	McDonald, Malcolm 1938- (Author), Wilson, Hugh 1962- (Author)
Format:	Book
Language:	English
Published:	Chichester Wiley [2016]
Edition:	Eighth edition
Subjects:	Marketing > Management Marketing > Planning Marketing
Online Access:	Inhaltsverzeichnis Inhaltsverzeichnis
Item Description:	Revised edition of the authors' Marketing plans, 2011. - Includes bibliographical references and index
Physical Description:	xv, 624 Seiten Illustrationen, Diagramme
ISBN:	9781119217138

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MARC


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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
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author	McDonald, Malcolm 1938- Wilson, Hugh 1962-
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classification_rvk	QP 612
ctrlnum	(OCoLC)965154506 (DE-599)BVBBV043845083
dewey-full	658.8/02
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dewey-tens	650 - Management and auxiliary services
discipline	Wirtschaftswissenschaften
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spelling	McDonald, Malcolm 1938- (DE-588)118107585 aut Marketing plans how to prepare them, how to profit from them Malcolm McDonald, Hugh Wilson Eighth edition Chichester Wiley [2016] xv, 624 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Revised edition of the authors' Marketing plans, 2011. - Includes bibliographical references and index Marketing Management Marketing Planning Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s 1\p DE-604 Wilson, Hugh 1962- (DE-588)133264769 aut Erscheint auch als Online-Ausgabe 978-1-119-21717-6 Erscheint auch als Online-Ausgabe 978-1-119-21718-3 Erscheint auch als Online-Ausgabe 978-1-119-30989-5 LoC Fremddatenuebernahme application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029255563&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029255563&sequence=000003&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk
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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
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029255563&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029255563&sequence=000003&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA
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