Marketing plans : : how to prepare them, how to profit from them / / Malcolm McDonald, Hugh Wilson.
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Place / Publishing House: | Hoboken : : Wiley,, 2016. |
Year of Publication: | 2016 |
Edition: | Eighth edition. |
Language: | English |
Online Access: | |
Physical Description: | 1 online resource (643 pages) :; color illustrations |
Notes: | Revised edition of the authors' Marketing plans, 2011. |
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001 | 5007104482 | ||
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005 | 20200520144314.0 | ||
006 | m o d | | ||
007 | cr cnu|||||||| | ||
008 | 160513s2016 njua ob 001 0 eng|d | ||
020 | |a 9781119217176 |q (electronic bk.) | ||
020 | |a 9781119217183 |q (electronic bk.) | ||
020 | |z 9781119217138 | ||
020 | |z 9781119217138 (pbk.) | ||
035 | |a (MiAaPQ)5007104482 | ||
035 | |a (Au-PeEL)EBL7104482 | ||
035 | |a (OCoLC)1347027574 | ||
040 | |a MiAaPQ |b eng |e rda |e pn |c MiAaPQ |d MiAaPQ | ||
050 | 4 | |a HF5415.13 |b .M255 2016 | |
082 | 0 | |a 658.8/02 |2 23 | |
100 | 1 | |a McDonald, Malcolm, |e author. | |
245 | 1 | 0 | |a Marketing plans : |b how to prepare them, how to profit from them / |c Malcolm McDonald, Hugh Wilson. |
250 | |a Eighth edition. | ||
264 | 1 | |a Hoboken : |b Wiley, |c 2016. | |
300 | |a 1 online resource (643 pages) : |b color illustrations | ||
336 | |a text |2 rdacontent | ||
337 | |a computer |2 rdamedia | ||
338 | |a online resource |2 rdacarrier | ||
500 | |a Revised edition of the authors' Marketing plans, 2011. | ||
504 | |a Includes bibliographical references and index. | ||
505 | 0 | |a 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. | |
588 | |a Description based on print version record. | ||
590 | |a Electronic reproduction. Ann Arbor, MI : ProQuest, 2018. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries. | ||
650 | 0 | |a Marketing |x Management. | |
650 | 0 | |a Marketing |x Planning. | |
655 | 4 | |a Electronic books. | |
700 | 1 | |a Wilson, Hugh, |d 1962- |e author. | |
776 | 0 | 8 | |i Print version: |a McDonald, Malcolm. |t Marketing plans : how to prepare them, how to profit from them. |d Hoboken : Wiley, 2016 |z 9781119217138 |
797 | 2 | |a ProQuest (Firm) | |
856 | 4 | 0 | |u https://ebookcentral.proquest.com/lib/oeawat/detail.action?docID=7104482 |z Click to View |