02800nam 2200577 450 991081532450332120231110213147.01-119-21718-01-119-21717-21-119-30989-1(CKB)4330000000010147(EBL)4698001(Au-PeEL)EBL4698001(CaPaEBR)ebr11271931(CaONFJC)MIL957772(OCoLC)959617994(Au-PeEL)EBL7104482(CaSebORM)9781119217138(MiAaPQ)EBC4698001(MiAaPQ)EBC7104482(EXLCZ)99433000000001014720160513d2016 uy| 0engur|n|---|||||rdacontentrdamediardacarrierMarketing plans how to prepare them, how to profit from them /Malcolm McDonald, Hugh WilsonEighth edition.Hoboken :Wiley,2016.1 online resource (643 p.)New York Academy of Sciences Revised edition of the authors' Marketing plans, 2011.1-119-21713-X 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.New York Academy of Sciences MarketingManagementMarketingPlanningMarketingManagement.MarketingPlanning.658.8/02McDonald Malcolm117340Wilson Hugh1962-MiAaPQMiAaPQMiAaPQBOOK9910815324503321Marketing plans48078UNINA