Marketing plans : how to prepare them, how to profit from them / Malcolm McDonald, Hugh Wilson.
Material type: TextPublisher: Hoboken : Wiley, 2016Edition: Eighth EditionDescription: xv, 624 pages : color illustrations ; 25 cmContent type:- text
- unmediated
- volume
- 9781119217138
- 658.802 MC.M 2016 23
- HF5415.13 .M255 2016
Item type | Current library | Collection | Call number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Books | The Knowledge Hub Library | Business | 658.802 MC.M 2016 (Browse shelf(Opens below)) | Checked out | 03/09/2023 | 211553 | |
Books | The Knowledge Hub Library | Business | 658.802 MC.M 2016 (Browse shelf(Opens below)) | Not For Loan | 211554 | ||
Books | The Knowledge Hub Library | Business | 658.802 MC.M 2016 (Browse shelf(Opens below)) | Not For Loan | 211555 |
Browsing The Knowledge Hub Library shelves, Collection: Business Close shelf browser (Hides shelf browser)
658.802 FI.M 2019 Marketing communications : touchpoints, sharing and disruption / | 658.802 FI.M 2019 Marketing communications : touchpoints, sharing and disruption / | 658.802 FI.M 2019 Marketing communications : touchpoints, sharing and disruption / | 658.802 MC.M 2016 Marketing plans : how to prepare them, how to profit from them / | 658.802 MC.M 2016 Marketing plans : how to prepare them, how to profit from them / | 658.802 MC.M 2016 Marketing plans : how to prepare them, how to profit from them / | 658.802 WA.M 2014 Marketing strategy : a decision-focused approach / |
Revised edition of the authors' Marketing plans, 2011.
Includes bibliographical references and index.
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.
In this text, the process of marketing planning - from initial assessment of a company's business plan to the steps necessary to ensure a company achieves its profit targets - is fully explained.
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