LEADER 02800nam 2200577 450 001 9910815324503321 005 20231110213147.0 010 $a1-119-21718-0 010 $a1-119-21717-2 010 $a1-119-30989-1 035 $a(CKB)4330000000010147 035 $a(EBL)4698001 035 $a(Au-PeEL)EBL4698001 035 $a(CaPaEBR)ebr11271931 035 $a(CaONFJC)MIL957772 035 $a(OCoLC)959617994 035 $a(Au-PeEL)EBL7104482 035 $a(CaSebORM)9781119217138 035 $a(MiAaPQ)EBC4698001 035 $a(MiAaPQ)EBC7104482 035 $a(EXLCZ)994330000000010147 100 $a20160513d2016 uy| 0 101 0 $aeng 135 $aur|n|---||||| 181 $2rdacontent 182 $2rdamedia 183 $2rdacarrier 200 10$aMarketing plans $ehow to prepare them, how to profit from them /$fMalcolm McDonald, Hugh Wilson 205 $aEighth edition. 210 1$aHoboken :$cWiley,$d2016. 215 $a1 online resource (643 p.) 225 1 $aNew York Academy of Sciences 300 $aRevised edition of the authors' Marketing plans, 2011. 311 $a1-119-21713-X 320 $aIncludes bibliographical references and index. 327 $aPreface and acknowledgements -- How to use this book to achieve the best results -- Learning features -- Tutor's guide -- An important note to the reader from the authors -- The marketing planning process and the output -- Understanding the marketing process -- The marketing planning process : the main steps -- The customer and market audit part 1: Understanding markets and market segmentation -- The customer and market audit part 2 : Understanding customer needs and developing value propositions -- The customer and market audit part 3: The product audit -- Setting marketing objectives and strategies -- The major elements of marketing -- The integrated marketing communications plan -- The sales and key account plan -- The multichannel plan : the route to market -- The customer relationship management plan -- The pricing plan -- Marketing plans measurement and implementation -- Implementation issues in marketing planning -- Measuring the effectiveness of marketing planning -- A step-by-step marketing planning system -- Conclusion: guidelines from the authors on world class marketing -- Index. 410 0$aNew York Academy of Sciences 606 $aMarketing$xManagement 606 $aMarketing$xPlanning 615 0$aMarketing$xManagement. 615 0$aMarketing$xPlanning. 676 $a658.8/02 700 $aMcDonald$b Malcolm$0117340 702 $aWilson$b Hugh$f1962- 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910815324503321 996 $aMarketing plans$948078 997 $aUNINA