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.