000 02360cam a2200373 i 4500
999 _c29
_d29
001 19092977
003 OSt
005 20190319123651.0
008 160513s2016 njua b 001 0 eng
010 _a 2016022150
020 _a9781119217138
020 _z9781119217183 (Adobe PDF)
040 _aDLC
_beng
_cDLC
_erda
_dDLC
042 _apcc
050 0 0 _aHF5415.13
_b.M255 2016
082 0 0 _a658.8/02
_223
100 1 _aMcDonald, Malcolm,
_eauthor.
245 1 0 _aMarketing plans :
_bhow to prepare them, how to profit from them /
_cMalcolm McDonald, Hugh Wilson.
250 _aEighth Edition.
264 1 _aHoboken :
_bWiley,
_c2016.
300 _axv, 624 pages :
_bcolor illustrations ;
_c25 cm
336 _atext
_2rdacontent
337 _aunmediated
_2rdamedia
338 _avolume
_2rdacarrier
500 _aRevised edition of the authors' Marketing plans, 2011.
504 _aIncludes bibliographical references and index.
505 0 _aPreface 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.
650 0 _aMarketing
_xManagement.
650 0 _aMarketing
_xPlanning.
700 1 _aWilson, Hugh,
_d1962-
_eauthor.
906 _a7
_bcbc
_corignew
_d1
_eecip
_f20
_gy-gencatlg
942 _2lcc
_cBK