Marketing Plans: Profitable Strategies in the Digital Age
Saved in:
| Main Author: | |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Newark
John Wiley & Sons, Incorporated
2024
|
| Edition: | 9th ed |
| Subjects: | |
| Online Access: | DE-2070s |
| Item Description: | Description based on publisher supplied metadata and other sources |
| Physical Description: | 1 Online-Ressource (656 Seiten) |
| ISBN: | 9781394187317 |
Staff View
MARC
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| 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 | |
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| author | McDonald, Malcolm |
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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 -- 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 |
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| 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 |
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| id | DE-604.BV049873986 |
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| indexdate | 2025-01-10T19:05:13Z |
| institution | BVB |
| isbn | 9781394187317 |
| language | English |
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| 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 Online-Marketing (DE-588)7706419-7 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 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 Marketingstrategie (DE-588)4120697-6 s Online-Marketing (DE-588)7706419-7 s 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 Online-Marketing (DE-588)7706419-7 gnd Marketing (DE-588)4037589-4 gnd Marketingstrategie (DE-588)4120697-6 gnd Marketingkonzept (DE-588)4120696-4 gnd |
| subject_GND | (DE-588)7706419-7 (DE-588)4037589-4 (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_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 | Online-Marketing (DE-588)7706419-7 gnd Marketing (DE-588)4037589-4 gnd Marketingstrategie (DE-588)4120697-6 gnd Marketingkonzept (DE-588)4120696-4 gnd |
| topic_facet | Online-Marketing Marketing Marketingstrategie Marketingkonzept |
| work_keys_str_mv | AT mcdonaldmalcolm marketingplansprofitablestrategiesinthedigitalage AT wilsonhugh marketingplansprofitablestrategiesinthedigitalage AT chaffeydave marketingplansprofitablestrategiesinthedigitalage |