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Record Nr. |
UNINA9910824599803321 |
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Autore |
McDonald Malcolm |
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Titolo |
Marketing plans : how to prepare them, how to use them / / Malcolm McDonald, Hugh Wilson |
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Pubbl/distr/stampa |
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Chichester, West Sussex, U.K., : Wiley, 2011 |
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ISBN |
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1-119-20587-5 |
1-283-37173-1 |
9786613371737 |
0-470-67016-9 |
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Edizione |
[7th ed.] |
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Descrizione fisica |
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1 online resource (591 p.) |
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Classificazione |
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Altri autori (Persone) |
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Disciplina |
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Soggetti |
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Marketing - Management |
Marketing - Planning |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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Marketing Plans: How to Prepare Them, How to Use Them; 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; Chapter 1: Understanding the Marketing Process; Chapter 2: The Marketing Planning Process: 1 The Main Steps; Chapter 3: The Marketing Planning Process: 2 Removing the Myths; Chapter 4: Completing the Marketing Audit: 1 The Customer and Market Audit; Chapter 5: Completing the Marketing Audit: 2 The Product Audit; Chapter 6: Setting Marketing Objectives and Strategies |
Chapter 7: The Integrated Marketing Communications PlanChapter 8: The Sales Plan; Chapter 9: The Pricing Plan; Chapter 10: The Multichannel Plan: The Route to Market; Chapter 11: The Customer Relationship Management Plan; Chapter 12: Implementation Issues in Marketing Planning; Chapter 13: Measuring the Effectiveness of Marketing Planning; Chapter 14: A Step-by-Step Marketing Planning System; Index |
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Sommario/riassunto |
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Now in its 7th edition, Marketing Plans is a highly renowned international bestseller. The book has been thoroughly revised, and |
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