TY  - BOOK
AU  - McDonald,Malcolm
AU  - Wilson,Hugh
TI  - Marketing plans: how to prepare them, how to profit from them 
SN  - 9781119217138
AV  - HF5415.13 .M255 2016
U1  - 658.8/02 23
PY  - 2016///
CY  - Hoboken
PB  - Wiley
KW  - Marketing
KW  - Management
KW  - Planning
N1  - 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
ER  -