Marketing plans : : how to prepare them, how to profit from them / / Malcolm McDonald, Hugh Wilson.

• VerfasserIn: McDonald, Malcolm,; Wilson, Hugh, 1962-
• TeilnehmendeR: Wilson, Hugh, 1962-
• Place / Publishing House: Hoboken : : Wiley,, 2016.
• Year of Publication: 2016
• Edition: Eighth edition.
• Language: English
• Physical Description: 1 online resource (643 pages) :; color illustrations
• Notes: Revised edition of the authors' Marketing plans, 2011.

Table of Contents

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.