Marketing plans: profitable strategies in the digital age
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Hoboken, NJ
Wiley
2024
|
| Edition: | Ninth edition |
| Subjects: | |
| Online Access: | DE-1050 DE-945 |
| Physical Description: | 1 Online-Ressource (xiv, 638 Seiten) |
| ISBN: | 9781394187317 |
Staff View
MARC
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| author | McDonald, Malcolm 1938- Wilson, Hugh 1962- Chaffey, Dave 1963- |
| author_GND | (DE-588)118107585 (DE-588)133264769 (DE-588)131879537 |
| author_facet | McDonald, Malcolm 1938- Wilson, Hugh 1962- Chaffey, Dave 1963- |
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| author_sort | McDonald, Malcolm 1938- |
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| contents | Cover -- Title page -- Copyright -- Contents -- Preface and acknowledgements -- How to use this book to achieve the best results -- Key areas for improvements in strategic marketing planning: where to look in this text for practical guidance -- Learning features -- An important note to the reader from the authors -- Fast track -- Intermediate track -- Are you getting these essential deliverables from your strategic marketing plan? -- Part one the marketing planning process and the output -- Chapter 1 understanding the marketing process -- The marketing concept* -- The marketing function Company capabilities -- The role of marketing in business -- The marketing environment -- Customer wants -- The marketing mix -- Confusion about what marketing is -- veneer or substance? -- What does the customer want? -- Are business-to-business, consumer and service marketing different? -- Do you need a marketing department? -- Application questions -- Chapter 1 Review -- Appendix: differences between consumer products, services, industrial and capital goods markets -- References -- Chapter 2 the marketing planning process: the main steps -- Introduction -- What is marketing planning? Why is marketing planning essential? -- Are we talking about a tactical or a strategic marketing plan? -- The effectiveness of marketing planning -- How marketing planning fits in with corporate planning and other functions -- The marketing planning process -- What should appear in a strategic marketing plan? -- Marketing planning systems design and implementation -- The position of key account planning in the cycle -- In conclusion -- Application questions -- Chapter 2 Review -- References -- Chapter 3 the customer and market audit part 1: understanding markets and market segmentation Introduction -- The difference between customers and consumers -- Market share -- Pareto effect -- Market definition and segmentation -- Market segmentation -- how to do it -- The environmental audit and sustainability -- Application questions -- Chapter 3 Review -- References -- Chapter 4 the customer and market audit part 2: understanding customer needs and developing value propositions -- Introduction -- Don't waste money on poor market research -- A process for understanding what customers want -- Swot analyses -- Understanding the real meaning of customer value -- Application questions Chapter 4 Review -- References -- Chapter 5 the customer and market audit part 3: the product audit -- Introduction -- Digital marketing insight: do you have a clear ovp? -- The importance of the brand -- Category management -- Product lifecycle -- Diffusion of innovation -- Product portfolio -- Unit costs and market share -- The boston matrix -- A detailed, step-by-step approach to creating a portfolio -- Combining product lifecycles and portfolio management -- Relevance of lifecycle analysis and portfolio management to the marketing audit -- Application questions -- Chapter 5 Review |
| ctrlnum | (OCoLC)1429569477 (DE-599)BVBBV049644730 |
| discipline | Wirtschaftswissenschaften |
| edition | Ninth edition |
| format | Electronic eBook |
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| id | DE-604.BV049644730 |
| illustrated | Not Illustrated |
| index_date | 2024-07-03T23:39:43Z |
| indexdate | 2024-11-05T17:03:30Z |
| institution | BVB |
| isbn | 9781394187317 |
| language | English |
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| physical | 1 Online-Ressource (xiv, 638 Seiten) |
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| publishDate | 2024 |
| publishDateSearch | 2024 |
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| publisher | Wiley |
| record_format | marc |
| spelling | McDonald, Malcolm 1938- Verfasser (DE-588)118107585 aut Marketing plans profitable strategies in the digital age Malcolm McDonald, Hugh Wilson, Dave Chaffey Ninth edition Hoboken, NJ Wiley 2024 1 Online-Ressource (xiv, 638 Seiten) txt rdacontent c rdamedia cr rdacarrier Marketing (DE-588)4037589-4 gnd rswk-swf Online-Marketing (DE-588)7706419-7 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Marketingkonzept (DE-588)4120696-4 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 s Marketingkonzept (DE-588)4120696-4 s Online-Marketing (DE-588)7706419-7 s DE-604 Marketing (DE-588)4037589-4 s Wilson, Hugh 1962- Verfasser (DE-588)133264769 aut Chaffey, Dave 1963- Verfasser (DE-588)131879537 aut Erscheint auch als Online-Ausgabe, ePub 9781394187300 Erscheint auch als Druck-Ausgabe, Paperback 9781394177103 |
| spellingShingle | McDonald, Malcolm 1938- Wilson, Hugh 1962- Chaffey, Dave 1963- Marketing plans profitable strategies in the digital age Cover -- Title page -- Copyright -- Contents -- Preface and acknowledgements -- How to use this book to achieve the best results -- Key areas for improvements in strategic marketing planning: where to look in this text for practical guidance -- Learning features -- An important note to the reader from the authors -- Fast track -- Intermediate track -- Are you getting these essential deliverables from your strategic marketing plan? -- Part one the marketing planning process and the output -- Chapter 1 understanding the marketing process -- The marketing concept* -- The marketing function Company capabilities -- The role of marketing in business -- The marketing environment -- Customer wants -- The marketing mix -- Confusion about what marketing is -- veneer or substance? -- What does the customer want? -- Are business-to-business, consumer and service marketing different? -- Do you need a marketing department? -- Application questions -- Chapter 1 Review -- Appendix: differences between consumer products, services, industrial and capital goods markets -- References -- Chapter 2 the marketing planning process: the main steps -- Introduction -- What is marketing planning? Why is marketing planning essential? -- Are we talking about a tactical or a strategic marketing plan? -- The effectiveness of marketing planning -- How marketing planning fits in with corporate planning and other functions -- The marketing planning process -- What should appear in a strategic marketing plan? -- Marketing planning systems design and implementation -- The position of key account planning in the cycle -- In conclusion -- Application questions -- Chapter 2 Review -- References -- Chapter 3 the customer and market audit part 1: understanding markets and market segmentation Introduction -- The difference between customers and consumers -- Market share -- Pareto effect -- Market definition and segmentation -- Market segmentation -- how to do it -- The environmental audit and sustainability -- Application questions -- Chapter 3 Review -- References -- Chapter 4 the customer and market audit part 2: understanding customer needs and developing value propositions -- Introduction -- Don't waste money on poor market research -- A process for understanding what customers want -- Swot analyses -- Understanding the real meaning of customer value -- Application questions Chapter 4 Review -- References -- Chapter 5 the customer and market audit part 3: the product audit -- Introduction -- Digital marketing insight: do you have a clear ovp? -- The importance of the brand -- Category management -- Product lifecycle -- Diffusion of innovation -- Product portfolio -- Unit costs and market share -- The boston matrix -- A detailed, step-by-step approach to creating a portfolio -- Combining product lifecycles and portfolio management -- Relevance of lifecycle analysis and portfolio management to the marketing audit -- Application questions -- Chapter 5 Review Marketing (DE-588)4037589-4 gnd Online-Marketing (DE-588)7706419-7 gnd Marketingstrategie (DE-588)4120697-6 gnd Marketingkonzept (DE-588)4120696-4 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)7706419-7 (DE-588)4120697-6 (DE-588)4120696-4 |
| title | Marketing plans profitable strategies in the digital age |
| title_auth | Marketing plans profitable strategies in the digital age |
| title_exact_search | Marketing plans profitable strategies in the digital age |
| title_exact_search_txtP | Marketing plans profitable strategies in the digital age |
| title_full | Marketing plans profitable strategies in the digital age Malcolm McDonald, Hugh Wilson, Dave Chaffey |
| title_fullStr | Marketing plans profitable strategies in the digital age Malcolm McDonald, Hugh Wilson, Dave Chaffey |
| title_full_unstemmed | Marketing plans profitable strategies in the digital age Malcolm McDonald, Hugh Wilson, Dave Chaffey |
| title_short | Marketing plans |
| title_sort | marketing plans profitable strategies in the digital age |
| title_sub | profitable strategies in the digital age |
| topic | Marketing (DE-588)4037589-4 gnd Online-Marketing (DE-588)7706419-7 gnd Marketingstrategie (DE-588)4120697-6 gnd Marketingkonzept (DE-588)4120696-4 gnd |
| topic_facet | Marketing Online-Marketing Marketingstrategie Marketingkonzept |
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