Marketing Plans: Profitable Strategies in the Digital Age
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Newark
John Wiley & Sons, Incorporated
2024
|
| Ausgabe: | 9th ed |
| Schlagworte: | |
| Online-Zugang: | DE-2070s |
| Beschreibung: | Description based on publisher supplied metadata and other sources |
| Beschreibung: | 1 Online-Ressource (656 Seiten) |
| ISBN: | 9781394187317 |
Internformat
MARC
| LEADER | 00000nmm a2200000zc 4500 | ||
|---|---|---|---|
| 001 | BV049873986 | ||
| 003 | DE-604 | ||
| 007 | cr|uuu---uuuuu | ||
| 008 | 240919s2024 |||| o||u| ||||||eng d | ||
| 020 | |a 9781394187317 |9 978-1-394-18731-7 | ||
| 035 | |a (ZDB-30-PQE)EBC31227193 | ||
| 035 | |a (ZDB-30-PAD)EBC31227193 | ||
| 035 | |a (ZDB-89-EBL)EBL31227193 | ||
| 035 | |a (OCoLC)1428263512 | ||
| 035 | |a (DE-599)BVBBV049873986 | ||
| 040 | |a DE-604 |b ger |e rda | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-2070s | ||
| 082 | 0 | |a 658.802 | |
| 084 | |a QP 610 |0 (DE-625)141907: |2 rvk | ||
| 084 | |a QP 612 |0 (DE-625)141909: |2 rvk | ||
| 100 | 1 | |a McDonald, Malcolm |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Marketing Plans |b Profitable Strategies in the Digital Age |
| 250 | |a 9th ed | ||
| 264 | 1 | |a Newark |b John Wiley & Sons, Incorporated |c 2024 | |
| 264 | 4 | |c ©2024 | |
| 300 | |a 1 Online-Ressource (656 Seiten) | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b c |2 rdamedia | ||
| 338 | |b cr |2 rdacarrier | ||
| 500 | |a Description based on publisher supplied metadata and other sources | ||
| 505 | 8 | |a 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 | |
| 505 | 8 | |a 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 -- References -- Chapter 6 set ting marketing objectives and strategies -- Introduction -- Marketing objectives: what they are and how they relate to corporate objectives -- So what is a corporate objective and what is a marketing objective? -- How to set marketing objectives -- Competitive strategies -- Strategic marketing planning: where to start -- New product development/market extension/diversification -- Marketing strategies -- Marketing objectives, strategies and profitability -- Conclusion -- Application questions -- Chapter 6 Review -- References -- Part two the major elements of marketing -- Chapter 7 the integrated marketing communications plan -- Introduction -- Defining communications objectives -- Designing the customer's decision journey | |
| 505 | 8 | |a Preparing the advertising plan -- Digital communications -- Customers and the sustainability marketing mix -- Sales promotion -- Chapter 7 Review -- Application questions -- References -- Chapter 8 the sales and key account plan -- Introduction -- Linking personal selling to marketing strategy -- How important is personal selling? -- How digital media impact personal selling -- The role of personal selling -- Determining the role of salespeople -- Improving sales force productivity -- Sales force professionalism -- Managing the sales force -- How to prepare the sales plan -- The relationship between selling and kam -- How to manage key accounts -- Planning for a key account portfolio -- The growing importance of kam -- Account-based marketing -- Chapter 8 Review -- Application questions -- References -- Chapter 9 the omnichannel plan: the route to market -- Introduction -- Selecting marketing channels -- Physical distribution -- Customer service -- Application questions -- Chapter 9 Review -- References -- Chapter 10 the customer relationship management plan -- Introduction -- The case for crm -- A stage model for crm adoption -- Integration maturity -- Interaction maturity -- Planning for crm: the benefits dependency network -- Application questions -- Chapter 10 Review -- References -- Chapter 11 the pricing plan -- Introduction -- Pricing and accountancy -- Objectives and the product portfolio -- Product lifecycle -- Product positioning -- Competition and potential competition -- Costs -- Channels of distribution -- Gaining competitive advantage through value-in-use -- Preparing the pricing plan -- Application questions -- Chapter 11 Review -- References -- Part three marketing plans measurement and implementation -- Chapter 12 Implementation issues in marketing planning -- The implications of size and diversity on marketing planning -- Size | |
| 505 | 8 | |a Diversity of operations -- Organizing for marketing planning -- Organizational life phases -- The marketing planning process and corporate culture -- How the marketing planning process works -- Ten barriers to marketing planning -- Application questions -- Chapter 12 Review -- References -- Chapter 13 measuring the effectiveness of marketing planning -- A three-level marketing accountability framework -- What counts as marketing expenditure? -- Three distinct levels for measuring marketing effectiveness -- Application questions -- Chapter 13 Review -- Acknowledgements -- References -- Chapter 14 a step-by-step marketing planning system -- Part 1 marketing planning summary -- Part 2 a marketing planning system -- Guidelines for completion of a one-year marketing plan -- Timetable -- And finally, a test to check the quality of your strategic marketing plan -- Conclusion: guidelines from the authors on world-class marketing -- Marketing planning: yes, it really works!: experiences from the real world -- Index -- Eula | |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Marketingkonzept |0 (DE-588)4120696-4 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 0 | 1 | |a Marketingkonzept |0 (DE-588)4120696-4 |D s |
| 689 | 0 | |5 DE-604 | |
| 700 | 1 | |a Wilson, Hugh |e Sonstige |4 oth | |
| 700 | 1 | |a Chaffey, Dave |e Sonstige |4 oth | |
| 776 | 0 | 8 | |i Erscheint auch als |n Druck-Ausgabe |a McDonald, Malcolm |t Marketing Plans |d Newark : John Wiley & Sons, Incorporated,c2024 |z 9781394177103 |
| 912 | |a ZDB-30-PQE | ||
| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-035213444 | |
| 966 | e | |u https://ebookcentral.proquest.com/lib/hwr/detail.action?docID=31227193 |l DE-2070s |p ZDB-30-PQE |q HWR_PDA_PQE |x Aggregator |3 Volltext | |
Datensatz im Suchindex
| _version_ | 1814902791054819328 |
|---|---|
| adam_text | |
| any_adam_object | |
| author | McDonald, Malcolm |
| author_facet | McDonald, Malcolm |
| author_role | aut |
| author_sort | McDonald, Malcolm |
| author_variant | m m mm |
| building | Verbundindex |
| bvnumber | BV049873986 |
| classification_rvk | QP 610 QP 612 |
| collection | ZDB-30-PQE |
| 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 -- References -- Chapter 6 set ting marketing objectives and strategies -- Introduction -- Marketing objectives: what they are and how they relate to corporate objectives -- So what is a corporate objective and what is a marketing objective? -- How to set marketing objectives -- Competitive strategies -- Strategic marketing planning: where to start -- New product development/market extension/diversification -- Marketing strategies -- Marketing objectives, strategies and profitability -- Conclusion -- Application questions -- Chapter 6 Review -- References -- Part two the major elements of marketing -- Chapter 7 the integrated marketing communications plan -- Introduction -- Defining communications objectives -- Designing the customer's decision journey Preparing the advertising plan -- Digital communications -- Customers and the sustainability marketing mix -- Sales promotion -- Chapter 7 Review -- Application questions -- References -- Chapter 8 the sales and key account plan -- Introduction -- Linking personal selling to marketing strategy -- How important is personal selling? -- How digital media impact personal selling -- The role of personal selling -- Determining the role of salespeople -- Improving sales force productivity -- Sales force professionalism -- Managing the sales force -- How to prepare the sales plan -- The relationship between selling and kam -- How to manage key accounts -- Planning for a key account portfolio -- The growing importance of kam -- Account-based marketing -- Chapter 8 Review -- Application questions -- References -- Chapter 9 the omnichannel plan: the route to market -- Introduction -- Selecting marketing channels -- Physical distribution -- Customer service -- Application questions -- Chapter 9 Review -- References -- Chapter 10 the customer relationship management plan -- Introduction -- The case for crm -- A stage model for crm adoption -- Integration maturity -- Interaction maturity -- Planning for crm: the benefits dependency network -- Application questions -- Chapter 10 Review -- References -- Chapter 11 the pricing plan -- Introduction -- Pricing and accountancy -- Objectives and the product portfolio -- Product lifecycle -- Product positioning -- Competition and potential competition -- Costs -- Channels of distribution -- Gaining competitive advantage through value-in-use -- Preparing the pricing plan -- Application questions -- Chapter 11 Review -- References -- Part three marketing plans measurement and implementation -- Chapter 12 Implementation issues in marketing planning -- The implications of size and diversity on marketing planning -- Size Diversity of operations -- Organizing for marketing planning -- Organizational life phases -- The marketing planning process and corporate culture -- How the marketing planning process works -- Ten barriers to marketing planning -- Application questions -- Chapter 12 Review -- References -- Chapter 13 measuring the effectiveness of marketing planning -- A three-level marketing accountability framework -- What counts as marketing expenditure? -- Three distinct levels for measuring marketing effectiveness -- Application questions -- Chapter 13 Review -- Acknowledgements -- References -- Chapter 14 a step-by-step marketing planning system -- Part 1 marketing planning summary -- Part 2 a marketing planning system -- Guidelines for completion of a one-year marketing plan -- Timetable -- And finally, a test to check the quality of your strategic marketing plan -- Conclusion: guidelines from the authors on world-class marketing -- Marketing planning: yes, it really works!: experiences from the real world -- Index -- Eula |
| ctrlnum | (ZDB-30-PQE)EBC31227193 (ZDB-30-PAD)EBC31227193 (ZDB-89-EBL)EBL31227193 (OCoLC)1428263512 (DE-599)BVBBV049873986 |
| dewey-full | 658.802 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.802 |
| dewey-search | 658.802 |
| dewey-sort | 3658.802 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 9th ed |
| format | Electronic eBook |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>00000nmm a2200000zc 4500</leader><controlfield tag="001">BV049873986</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="007">cr|uuu---uuuuu</controlfield><controlfield tag="008">240919s2024 |||| o||u| ||||||eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9781394187317</subfield><subfield code="9">978-1-394-18731-7</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(ZDB-30-PQE)EBC31227193</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(ZDB-30-PAD)EBC31227193</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(ZDB-89-EBL)EBL31227193</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)1428263512</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV049873986</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rda</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-2070s</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.802</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 610</subfield><subfield code="0">(DE-625)141907:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 612</subfield><subfield code="0">(DE-625)141909:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">McDonald, Malcolm</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Marketing Plans</subfield><subfield code="b">Profitable Strategies in the Digital Age</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">9th ed</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Newark</subfield><subfield code="b">John Wiley & Sons, Incorporated</subfield><subfield code="c">2024</subfield></datafield><datafield tag="264" ind1=" " ind2="4"><subfield code="c">©2024</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">1 Online-Ressource (656 Seiten)</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">c</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">cr</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Description based on publisher supplied metadata and other sources</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">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</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">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 -- References -- Chapter 6 set ting marketing objectives and strategies -- Introduction -- Marketing objectives: what they are and how they relate to corporate objectives -- So what is a corporate objective and what is a marketing objective? -- How to set marketing objectives -- Competitive strategies -- Strategic marketing planning: where to start -- New product development/market extension/diversification -- Marketing strategies -- Marketing objectives, strategies and profitability -- Conclusion -- Application questions -- Chapter 6 Review -- References -- Part two the major elements of marketing -- Chapter 7 the integrated marketing communications plan -- Introduction -- Defining communications objectives -- Designing the customer's decision journey</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">Preparing the advertising plan -- Digital communications -- Customers and the sustainability marketing mix -- Sales promotion -- Chapter 7 Review -- Application questions -- References -- Chapter 8 the sales and key account plan -- Introduction -- Linking personal selling to marketing strategy -- How important is personal selling? -- How digital media impact personal selling -- The role of personal selling -- Determining the role of salespeople -- Improving sales force productivity -- Sales force professionalism -- Managing the sales force -- How to prepare the sales plan -- The relationship between selling and kam -- How to manage key accounts -- Planning for a key account portfolio -- The growing importance of kam -- Account-based marketing -- Chapter 8 Review -- Application questions -- References -- Chapter 9 the omnichannel plan: the route to market -- Introduction -- Selecting marketing channels -- Physical distribution -- Customer service -- Application questions -- Chapter 9 Review -- References -- Chapter 10 the customer relationship management plan -- Introduction -- The case for crm -- A stage model for crm adoption -- Integration maturity -- Interaction maturity -- Planning for crm: the benefits dependency network -- Application questions -- Chapter 10 Review -- References -- Chapter 11 the pricing plan -- Introduction -- Pricing and accountancy -- Objectives and the product portfolio -- Product lifecycle -- Product positioning -- Competition and potential competition -- Costs -- Channels of distribution -- Gaining competitive advantage through value-in-use -- Preparing the pricing plan -- Application questions -- Chapter 11 Review -- References -- Part three marketing plans measurement and implementation -- Chapter 12 Implementation issues in marketing planning -- The implications of size and diversity on marketing planning -- Size</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">Diversity of operations -- Organizing for marketing planning -- Organizational life phases -- The marketing planning process and corporate culture -- How the marketing planning process works -- Ten barriers to marketing planning -- Application questions -- Chapter 12 Review -- References -- Chapter 13 measuring the effectiveness of marketing planning -- A three-level marketing accountability framework -- What counts as marketing expenditure? -- Three distinct levels for measuring marketing effectiveness -- Application questions -- Chapter 13 Review -- Acknowledgements -- References -- Chapter 14 a step-by-step marketing planning system -- Part 1 marketing planning summary -- Part 2 a marketing planning system -- Guidelines for completion of a one-year marketing plan -- Timetable -- And finally, a test to check the quality of your strategic marketing plan -- Conclusion: guidelines from the authors on world-class marketing -- Marketing planning: yes, it really works!: experiences from the real world -- Index -- Eula</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketingkonzept</subfield><subfield code="0">(DE-588)4120696-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Marketingkonzept</subfield><subfield code="0">(DE-588)4120696-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Wilson, Hugh</subfield><subfield code="e">Sonstige</subfield><subfield code="4">oth</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Chaffey, Dave</subfield><subfield code="e">Sonstige</subfield><subfield code="4">oth</subfield></datafield><datafield tag="776" ind1="0" ind2="8"><subfield code="i">Erscheint auch als</subfield><subfield code="n">Druck-Ausgabe</subfield><subfield code="a">McDonald, Malcolm</subfield><subfield code="t">Marketing Plans</subfield><subfield code="d">Newark : John Wiley & Sons, Incorporated,c2024</subfield><subfield code="z">9781394177103</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">ZDB-30-PQE</subfield></datafield><datafield tag="943" ind1="1" ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-035213444</subfield></datafield><datafield tag="966" ind1="e" ind2=" "><subfield code="u">https://ebookcentral.proquest.com/lib/hwr/detail.action?docID=31227193</subfield><subfield code="l">DE-2070s</subfield><subfield code="p">ZDB-30-PQE</subfield><subfield code="q">HWR_PDA_PQE</subfield><subfield code="x">Aggregator</subfield><subfield code="3">Volltext</subfield></datafield></record></collection> |
| id | DE-604.BV049873986 |
| illustrated | Not Illustrated |
| indexdate | 2024-11-05T17:02:58Z |
| institution | BVB |
| isbn | 9781394187317 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-035213444 |
| oclc_num | 1428263512 |
| open_access_boolean | |
| owner | DE-2070s |
| owner_facet | DE-2070s |
| physical | 1 Online-Ressource (656 Seiten) |
| psigel | ZDB-30-PQE ZDB-30-PQE HWR_PDA_PQE |
| publishDate | 2024 |
| publishDateSearch | 2024 |
| publishDateSort | 2024 |
| publisher | John Wiley & Sons, Incorporated |
| record_format | marc |
| spelling | McDonald, Malcolm Verfasser aut Marketing Plans Profitable Strategies in the Digital Age 9th ed Newark John Wiley & Sons, Incorporated 2024 ©2024 1 Online-Ressource (656 Seiten) txt rdacontent c rdamedia cr rdacarrier Description based on publisher supplied metadata and other sources 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 -- References -- Chapter 6 set ting marketing objectives and strategies -- Introduction -- Marketing objectives: what they are and how they relate to corporate objectives -- So what is a corporate objective and what is a marketing objective? -- How to set marketing objectives -- Competitive strategies -- Strategic marketing planning: where to start -- New product development/market extension/diversification -- Marketing strategies -- Marketing objectives, strategies and profitability -- Conclusion -- Application questions -- Chapter 6 Review -- References -- Part two the major elements of marketing -- Chapter 7 the integrated marketing communications plan -- Introduction -- Defining communications objectives -- Designing the customer's decision journey Preparing the advertising plan -- Digital communications -- Customers and the sustainability marketing mix -- Sales promotion -- Chapter 7 Review -- Application questions -- References -- Chapter 8 the sales and key account plan -- Introduction -- Linking personal selling to marketing strategy -- How important is personal selling? -- How digital media impact personal selling -- The role of personal selling -- Determining the role of salespeople -- Improving sales force productivity -- Sales force professionalism -- Managing the sales force -- How to prepare the sales plan -- The relationship between selling and kam -- How to manage key accounts -- Planning for a key account portfolio -- The growing importance of kam -- Account-based marketing -- Chapter 8 Review -- Application questions -- References -- Chapter 9 the omnichannel plan: the route to market -- Introduction -- Selecting marketing channels -- Physical distribution -- Customer service -- Application questions -- Chapter 9 Review -- References -- Chapter 10 the customer relationship management plan -- Introduction -- The case for crm -- A stage model for crm adoption -- Integration maturity -- Interaction maturity -- Planning for crm: the benefits dependency network -- Application questions -- Chapter 10 Review -- References -- Chapter 11 the pricing plan -- Introduction -- Pricing and accountancy -- Objectives and the product portfolio -- Product lifecycle -- Product positioning -- Competition and potential competition -- Costs -- Channels of distribution -- Gaining competitive advantage through value-in-use -- Preparing the pricing plan -- Application questions -- Chapter 11 Review -- References -- Part three marketing plans measurement and implementation -- Chapter 12 Implementation issues in marketing planning -- The implications of size and diversity on marketing planning -- Size Diversity of operations -- Organizing for marketing planning -- Organizational life phases -- The marketing planning process and corporate culture -- How the marketing planning process works -- Ten barriers to marketing planning -- Application questions -- Chapter 12 Review -- References -- Chapter 13 measuring the effectiveness of marketing planning -- A three-level marketing accountability framework -- What counts as marketing expenditure? -- Three distinct levels for measuring marketing effectiveness -- Application questions -- Chapter 13 Review -- Acknowledgements -- References -- Chapter 14 a step-by-step marketing planning system -- Part 1 marketing planning summary -- Part 2 a marketing planning system -- Guidelines for completion of a one-year marketing plan -- Timetable -- And finally, a test to check the quality of your strategic marketing plan -- Conclusion: guidelines from the authors on world-class marketing -- Marketing planning: yes, it really works!: experiences from the real world -- Index -- Eula Marketing (DE-588)4037589-4 gnd rswk-swf Marketingkonzept (DE-588)4120696-4 gnd rswk-swf Marketing (DE-588)4037589-4 s Marketingkonzept (DE-588)4120696-4 s DE-604 Wilson, Hugh Sonstige oth Chaffey, Dave Sonstige oth Erscheint auch als Druck-Ausgabe McDonald, Malcolm Marketing Plans Newark : John Wiley & Sons, Incorporated,c2024 9781394177103 |
| spellingShingle | McDonald, Malcolm 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 -- References -- Chapter 6 set ting marketing objectives and strategies -- Introduction -- Marketing objectives: what they are and how they relate to corporate objectives -- So what is a corporate objective and what is a marketing objective? -- How to set marketing objectives -- Competitive strategies -- Strategic marketing planning: where to start -- New product development/market extension/diversification -- Marketing strategies -- Marketing objectives, strategies and profitability -- Conclusion -- Application questions -- Chapter 6 Review -- References -- Part two the major elements of marketing -- Chapter 7 the integrated marketing communications plan -- Introduction -- Defining communications objectives -- Designing the customer's decision journey Preparing the advertising plan -- Digital communications -- Customers and the sustainability marketing mix -- Sales promotion -- Chapter 7 Review -- Application questions -- References -- Chapter 8 the sales and key account plan -- Introduction -- Linking personal selling to marketing strategy -- How important is personal selling? -- How digital media impact personal selling -- The role of personal selling -- Determining the role of salespeople -- Improving sales force productivity -- Sales force professionalism -- Managing the sales force -- How to prepare the sales plan -- The relationship between selling and kam -- How to manage key accounts -- Planning for a key account portfolio -- The growing importance of kam -- Account-based marketing -- Chapter 8 Review -- Application questions -- References -- Chapter 9 the omnichannel plan: the route to market -- Introduction -- Selecting marketing channels -- Physical distribution -- Customer service -- Application questions -- Chapter 9 Review -- References -- Chapter 10 the customer relationship management plan -- Introduction -- The case for crm -- A stage model for crm adoption -- Integration maturity -- Interaction maturity -- Planning for crm: the benefits dependency network -- Application questions -- Chapter 10 Review -- References -- Chapter 11 the pricing plan -- Introduction -- Pricing and accountancy -- Objectives and the product portfolio -- Product lifecycle -- Product positioning -- Competition and potential competition -- Costs -- Channels of distribution -- Gaining competitive advantage through value-in-use -- Preparing the pricing plan -- Application questions -- Chapter 11 Review -- References -- Part three marketing plans measurement and implementation -- Chapter 12 Implementation issues in marketing planning -- The implications of size and diversity on marketing planning -- Size Diversity of operations -- Organizing for marketing planning -- Organizational life phases -- The marketing planning process and corporate culture -- How the marketing planning process works -- Ten barriers to marketing planning -- Application questions -- Chapter 12 Review -- References -- Chapter 13 measuring the effectiveness of marketing planning -- A three-level marketing accountability framework -- What counts as marketing expenditure? -- Three distinct levels for measuring marketing effectiveness -- Application questions -- Chapter 13 Review -- Acknowledgements -- References -- Chapter 14 a step-by-step marketing planning system -- Part 1 marketing planning summary -- Part 2 a marketing planning system -- Guidelines for completion of a one-year marketing plan -- Timetable -- And finally, a test to check the quality of your strategic marketing plan -- Conclusion: guidelines from the authors on world-class marketing -- Marketing planning: yes, it really works!: experiences from the real world -- Index -- Eula Marketing (DE-588)4037589-4 gnd Marketingkonzept (DE-588)4120696-4 gnd |
| subject_GND | (DE-588)4037589-4 (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_full | Marketing Plans Profitable Strategies in the Digital Age |
| title_fullStr | Marketing Plans Profitable Strategies in the Digital Age |
| title_full_unstemmed | Marketing Plans Profitable Strategies in the Digital Age |
| 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 Marketingkonzept (DE-588)4120696-4 gnd |
| topic_facet | Marketing Marketingkonzept |
| work_keys_str_mv | AT mcdonaldmalcolm marketingplansprofitablestrategiesinthedigitalage AT wilsonhugh marketingplansprofitablestrategiesinthedigitalage AT chaffeydave marketingplansprofitablestrategiesinthedigitalage |