Info
- Utilizzare la checkbox di selezione a fianco di ciascun documento per attivare le funzionalità di stampa, invio email, download nei formati disponibili del (i) record.
The marketing performance blueprint : strategies and technologies to build and measure business success / / Paul Roetzer
| The marketing performance blueprint : strategies and technologies to build and measure business success / / Paul Roetzer |
| Autore | Roetzer Paul <1978-> |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : Wiley, , 2014 |
| Descrizione fisica | 1 online resource (254 p.) |
| Disciplina | 658.8/02 |
| Soggetto topico |
Marketing - Management
Strategic planning |
| ISBN |
1-118-88358-6
1-118-88357-8 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
THE MARKETING PERFORMANCE BLUEPRINT; Contents; Foreword; Acknowledgments; Introduction; Underprepared and Underperforming; Build a Performance-Driven Organization; Accelerate Success; Section I: The Backstory; Section II: Marketing Talent; Section III: Marketing Technology; Section IV: Marketing Strategy; SECTION I The Backstory; Chapter 1 Mind the Gaps; The Marketing Talent Gap; In Search of the Unicorns; Fill Marketing Talent Gaps; The Marketing Technology Gap; Fill Marketing Technology Gaps; The Marketing Strategy Gap; B2C and B2B Consumers Take Control; Going Inbound
Fill Marketing Strategy GapsThe Marketing Performance Gap; Fill the Marketing Performance Gap; Chapter 2 Commit to Digital Transformation; Adoption and Adaptation; Obstacles to Evolution; Accountability; Complacency; Conservative Culture; Lack of Knowledge and Talent; Power Struggles and Politics; Silos; Legacy Systems and Technology Fatigue; The Exposed Brand; The Underdog Opportunity; SECTION II Marketing Talent; Chapter 3 Build a Modern Marketing Team; A Talent War Has Begun; Transformation of a Traditional Marketer; Anatomy of the Modern Marketing Team; The Marketing Organization Chart Rise of the HybridsThe Science of Recruiting; Step 1: Map Skills Gaps; Step 2: Define Candidate Personas; Step 3: Adjust Brand Positioning; Step 4: Create Candidate-Focused Content; Step 5: Build Landing Pages with Profiling Questions; Step 6: Score and Segment Candidates Using Behavior-Based Signals; Step 7: Activate Automated Email Workflows; Chapter 4 Construct an Internal Marketing Academy; Keeping Pace or Falling Behind?; Outliers and Innovators; The Role of Online Education; An Internal Academy Model; Step 1: Appoint an Academy Leader; Step 2: Define Academy Goals Step 3: Conduct a Skills AssessmentStep 4: Build the Curriculum; Step 5: Map Standard Paths; Step 6: Personalize Individual Assessment Plans; Step 7: Establish a Feedback Loop; Step 8: Develop Support Systems; Step 9: Automate Management Emails; Step 10: Create a Measurement and Recognition System; Step 11: Conduct Performance Reviews; Chapter 5 Propel Growth through Agency Partners; The Marketing Agency Ecosystem; Finding Your Match; 1. Partner with Performance-Driven Firms; 2. Assess the Account Team; 3. Find Tech-Savvy Firms; 4. Demand That Digital Is Ingrained in Their DNA 5. Invest in the Doers6. Seek Systems for Success; 7. Find Partners, Not Providers; Turn to Partner Programs and Marketplaces; Managing the Outsourced Team; Agency-Side Factors; Client-Side Factors; SECTION III Marketing Technology; Chapter 6 Create a Connected Customer Experience; It Is Their Journey, Not Yours; The Impact of Automation; Automation at Work; Algorithms and Artificial Intelligence; Origins of the Intelligence Engine; Meet Watson, Your New Machine Overlord; Lets Get Contextual; Marketing in a Multiscreen World; When the Cookie Crumbles Chapter 7 Manage the Marketing Technology Matrix |
| Record Nr. | UNINA-9910786776703321 |
Roetzer Paul <1978->
|
||
| Hoboken, New Jersey : , : Wiley, , 2014 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The marketing performance blueprint : strategies and technologies to build and measure business success / / Paul Roetzer
| The marketing performance blueprint : strategies and technologies to build and measure business success / / Paul Roetzer |
| Autore | Roetzer Paul <1978-> |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : Wiley, , 2014 |
| Descrizione fisica | 1 online resource (254 p.) |
| Disciplina | 658.8/02 |
| Soggetto topico |
Marketing - Management
Strategic planning |
| ISBN |
1-118-88358-6
1-118-88357-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
THE MARKETING PERFORMANCE BLUEPRINT; Contents; Foreword; Acknowledgments; Introduction; Underprepared and Underperforming; Build a Performance-Driven Organization; Accelerate Success; Section I: The Backstory; Section II: Marketing Talent; Section III: Marketing Technology; Section IV: Marketing Strategy; SECTION I The Backstory; Chapter 1 Mind the Gaps; The Marketing Talent Gap; In Search of the Unicorns; Fill Marketing Talent Gaps; The Marketing Technology Gap; Fill Marketing Technology Gaps; The Marketing Strategy Gap; B2C and B2B Consumers Take Control; Going Inbound
Fill Marketing Strategy GapsThe Marketing Performance Gap; Fill the Marketing Performance Gap; Chapter 2 Commit to Digital Transformation; Adoption and Adaptation; Obstacles to Evolution; Accountability; Complacency; Conservative Culture; Lack of Knowledge and Talent; Power Struggles and Politics; Silos; Legacy Systems and Technology Fatigue; The Exposed Brand; The Underdog Opportunity; SECTION II Marketing Talent; Chapter 3 Build a Modern Marketing Team; A Talent War Has Begun; Transformation of a Traditional Marketer; Anatomy of the Modern Marketing Team; The Marketing Organization Chart Rise of the HybridsThe Science of Recruiting; Step 1: Map Skills Gaps; Step 2: Define Candidate Personas; Step 3: Adjust Brand Positioning; Step 4: Create Candidate-Focused Content; Step 5: Build Landing Pages with Profiling Questions; Step 6: Score and Segment Candidates Using Behavior-Based Signals; Step 7: Activate Automated Email Workflows; Chapter 4 Construct an Internal Marketing Academy; Keeping Pace or Falling Behind?; Outliers and Innovators; The Role of Online Education; An Internal Academy Model; Step 1: Appoint an Academy Leader; Step 2: Define Academy Goals Step 3: Conduct a Skills AssessmentStep 4: Build the Curriculum; Step 5: Map Standard Paths; Step 6: Personalize Individual Assessment Plans; Step 7: Establish a Feedback Loop; Step 8: Develop Support Systems; Step 9: Automate Management Emails; Step 10: Create a Measurement and Recognition System; Step 11: Conduct Performance Reviews; Chapter 5 Propel Growth through Agency Partners; The Marketing Agency Ecosystem; Finding Your Match; 1. Partner with Performance-Driven Firms; 2. Assess the Account Team; 3. Find Tech-Savvy Firms; 4. Demand That Digital Is Ingrained in Their DNA 5. Invest in the Doers6. Seek Systems for Success; 7. Find Partners, Not Providers; Turn to Partner Programs and Marketplaces; Managing the Outsourced Team; Agency-Side Factors; Client-Side Factors; SECTION III Marketing Technology; Chapter 6 Create a Connected Customer Experience; It Is Their Journey, Not Yours; The Impact of Automation; Automation at Work; Algorithms and Artificial Intelligence; Origins of the Intelligence Engine; Meet Watson, Your New Machine Overlord; Lets Get Contextual; Marketing in a Multiscreen World; When the Cookie Crumbles Chapter 7 Manage the Marketing Technology Matrix |
| Record Nr. | UNINA-9910828782403321 |
|
Roetzer Paul <1978->
|
||
| Hoboken, New Jersey : , : Wiley, , 2014 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The marketing plan [[electronic resource] ] : how to prepare and implement it / / William M. Luther
| The marketing plan [[electronic resource] ] : how to prepare and implement it / / William M. Luther |
| Autore | Luther William M |
| Edizione | [4th ed.] |
| Pubbl/distr/stampa | New York : , : AMACOM, , 2011 |
| Descrizione fisica | 1 online resource (305 p.) |
| Disciplina |
658.8/02
658.802 |
| Soggetto topico |
Marketing
Business |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-283-02346-6
9786613023469 0-8144-1694-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Contents; Acknowledgments; Introduction; Chapter 1: The Planning Process; Chapter 2: Marketing Management; Chapter 3: Market Analysis; Chapter 4: Customer Analysis; Chapter 5: Brand Development; Chapter 6: The Product/Service Plan; Chapter 7: Calculating Your Marketing Communications Budget; Chapter 8: Competitive Analysis; Chapter 9: The Advertising Plan; Chapter 10: The Sales Promotion Plan; Chapter 11: The Public Relations Plan; Chapter 12: The Sales Plan: Pricing; Chapter 13: The Sales Plan: Future Sales; Chapter 14: The Customer Service Plan
Chapter 15: Maximizing High-Potential AccountsChapter 16: The Internet Plan; Chapter 17: The Research Plan; Chapter 18: Pulling the Plan Together; Appendix A: Marketing Plan Basics; Appendix B: Everything You Need to Know About Working with an Advertising Agency; Index |
| Record Nr. | UNINA-9910459232003321 |
|
Luther William M
|
||
| New York : , : AMACOM, , 2011 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The marketing plan [[electronic resource] ] : how to prepare and implement it / / William M. Luther
| The marketing plan [[electronic resource] ] : how to prepare and implement it / / William M. Luther |
| Autore | Luther William M |
| Edizione | [4th ed.] |
| Pubbl/distr/stampa | New York : , : AMACOM, , 2011 |
| Descrizione fisica | 1 online resource (305 p.) |
| Disciplina |
658.8/02
658.802 |
| Soggetto topico |
Marketing
Business |
| ISBN |
1-283-02346-6
9786613023469 0-8144-1694-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Contents; Acknowledgments; Introduction; Chapter 1: The Planning Process; Chapter 2: Marketing Management; Chapter 3: Market Analysis; Chapter 4: Customer Analysis; Chapter 5: Brand Development; Chapter 6: The Product/Service Plan; Chapter 7: Calculating Your Marketing Communications Budget; Chapter 8: Competitive Analysis; Chapter 9: The Advertising Plan; Chapter 10: The Sales Promotion Plan; Chapter 11: The Public Relations Plan; Chapter 12: The Sales Plan: Pricing; Chapter 13: The Sales Plan: Future Sales; Chapter 14: The Customer Service Plan
Chapter 15: Maximizing High-Potential AccountsChapter 16: The Internet Plan; Chapter 17: The Research Plan; Chapter 18: Pulling the Plan Together; Appendix A: Marketing Plan Basics; Appendix B: Everything You Need to Know About Working with an Advertising Agency; Index |
| Record Nr. | UNINA-9910791860403321 |
|
Luther William M
|
||
| New York : , : AMACOM, , 2011 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The marketing plan [[electronic resource] ] : how to prepare and implement it / / William M. Luther
| The marketing plan [[electronic resource] ] : how to prepare and implement it / / William M. Luther |
| Autore | Luther William M |
| Edizione | [4th ed.] |
| Pubbl/distr/stampa | New York : , : AMACOM, , 2011 |
| Descrizione fisica | 1 online resource (305 p.) |
| Disciplina |
658.8/02
658.802 |
| Soggetto topico |
Marketing
Business |
| ISBN |
1-283-02346-6
9786613023469 0-8144-1694-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Contents; Acknowledgments; Introduction; Chapter 1: The Planning Process; Chapter 2: Marketing Management; Chapter 3: Market Analysis; Chapter 4: Customer Analysis; Chapter 5: Brand Development; Chapter 6: The Product/Service Plan; Chapter 7: Calculating Your Marketing Communications Budget; Chapter 8: Competitive Analysis; Chapter 9: The Advertising Plan; Chapter 10: The Sales Promotion Plan; Chapter 11: The Public Relations Plan; Chapter 12: The Sales Plan: Pricing; Chapter 13: The Sales Plan: Future Sales; Chapter 14: The Customer Service Plan
Chapter 15: Maximizing High-Potential AccountsChapter 16: The Internet Plan; Chapter 17: The Research Plan; Chapter 18: Pulling the Plan Together; Appendix A: Marketing Plan Basics; Appendix B: Everything You Need to Know About Working with an Advertising Agency; Index |
| Record Nr. | UNINA-9910820583203321 |
|
Luther William M
|
||
| New York : , : AMACOM, , 2011 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing planning : strategy, environment and context / / Jim Blythe and Phil Megicks
| Marketing planning : strategy, environment and context / / Jim Blythe and Phil Megicks |
| Autore | Blythe Jim |
| Edizione | [First edition.] |
| Pubbl/distr/stampa | Harlow, England : , : Financial Times/Prentice Hall, , [2010] |
| Descrizione fisica | 1 online resource (289 páginas) |
| Disciplina | 658.8/02 |
| Soggetto topico | Marketing - Planning |
| ISBN |
1-5129-3960-9
1-282-66405-0 9786612664052 0-273-72472-X |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover -- Marketing Planning -- Brief contents -- Contents -- Preface -- Guided tour -- Acknowledgements -- Introducing the running case study: The Eden Garden Tools Company Ltd -- Part 1 Introduction to Marketing Planning -- Marketing and marketing planning -- The Eden Garden Tools Company Ltd -- Objectives -- Introduction -- Marketing as a business philosophy -- Marketing and other business functions -- Relationships in marketing-oriented firms -- Competitive advantage and the management of exchange -- The purpose of marketing planning -- The role of the marketer in planning -- Stages of the marketing planning process -- Content and structure of a marketing plan -- Summary -- The Eden Garden Tools Company Ltd -- Review questions -- Case study: JJB Sports -- References -- Marketing plans and objectives -- The Eden Garden Tools Company Ltd -- Objectives -- Introduction -- Corporate objectives -- Other objectives -- Marketing plans and corporate plans -- Aims and objectives -- Summary -- The Eden Garden Tools Company Ltd -- Review questions -- Case study: Richer Sounds -- References -- Drivers of marketing planning -- The Eden Garden Tools Company Ltd -- Objectives -- Introduction -- Planning and the marketing environment -- The resource-based view -- The market-driving approach to strategy -- Summary -- The Eden Garden Tools Company Ltd -- Review questions -- Case study: Toyota -- References -- Part 2 Environmental Analysis -- The marketing audit -- The Eden Garden Tools Company Ltd -- Objectives -- Introduction -- Elements of the audit -- Practicalities of undertaking a marketing audit -- Summary -- The Eden Garden Tools Company Ltd -- Review questions -- Case study: Thomson Holidays -- References -- Analysing the external environment -- The Eden Garden Tools Company Ltd -- Objectives -- Introduction -- Modelling the external environment.
Macro-environmental influences on planning -- Competitor analysis -- Researching the marketing environment -- Summary -- The Eden Garden Tools Company Ltd -- Review questions -- Case study: BAE Systems -- References -- Analysing the internal environment -- The Eden Garden Tools Company Ltd -- Objectives -- Introduction -- Undertaking internal analysis -- Organisational structures and systems -- Assessing marketing productivity -- Resources, competencies and capabilities -- Audit analysis -- Summary -- The Eden Garden Tools Company Ltd -- Review questions -- Case study: Iveco -- References -- Identifying marketing strategies -- The Eden Garden Tools Company Ltd -- Objectives -- Introduction -- The planning gap -- Collaborating with competitors -- Marketing strategy in a recession -- International market entry strategies -- Evaluating strategies through SWOT analysis -- Summary -- The Eden Garden Tools Company Ltd -- Review questions -- Case study: AeroMexico -- References -- Part 3 Marketing Strategy through Segmentation -- Segmentation strategy -- The Eden Garden Tools Company Ltd -- Objectives -- Introduction -- Defining marketing boundaries -- Strategic issues in segmentation -- Strategic evaluation of segments -- Marketing strategies for marketing objectives -- Summary -- The Eden Garden Tools Company Ltd -- Review questions -- Case study: Boutique Caravans -- References -- Segmenting markets -- The Eden Garden Tools Company Ltd -- Objectives -- Introduction -- Segmenting the market -- Segmenting business markets -- The nested approach to segmentation -- Summary -- The Eden Garden Tools Company Ltd -- Review questions -- Case study: BMI -- References -- Targeting -- The Eden Garden Tools Company Ltd -- Objectives -- Introduction -- Assessing segments -- Targeting multiple segments -- Targeting decisions -- Targeting marginal segments. Generic targeting strategies -- Summary -- The Eden Garden Tools Company Ltd -- Review questions -- Case study: Balfour Beatty -- References -- Positioning -- The Eden Garden Tools Company Ltd -- Objectives -- Introduction -- Perception and positioning -- Positioning and the marketing mix -- Positioning multiple brands -- Repositioning -- Summary -- The Eden Garden Tools Company Ltd -- Review questions -- Case study: Bulmer's Cider -- References -- Part 4 Marketing Planning in Context -- Implementing marketing plans -- The Eden Garden Tools Company Ltd -- Objectives -- Introduction -- Implementing the plan -- Translating strategy into tactics -- Strategy and organisational structure -- Implementation and change -- Budgeting -- Monitoring and evaluating marketing performance -- Summary -- The Eden Garden Tools Company Ltd -- Review questions -- Case study: Organising Honda -- References -- Adapting marketing planning to context -- The Eden Garden Tools Company Ltd -- Objectives -- Introduction -- Planning in business-to-business markets -- Globalisation strategy -- Non-profit marketing -- Internal marketing -- Services marketing -- Planning in SMEs -- Summary -- The Eden Garden Tools Company Ltd -- Review questions -- Case study: The Real Seed Catalogue -- References -- Marketing plan for The Eden Garden Tools Company Ltd: 2010-2014 -- Glossary -- Index. |
| Record Nr. | UNINA-9910150240803321 |
|
Blythe Jim
|
||
| Harlow, England : , : Financial Times/Prentice Hall, , [2010] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing planning by design [[electronic resource] ] : systematic planning for successful marketing strategy / / Ralf E. Strauss
| Marketing planning by design [[electronic resource] ] : systematic planning for successful marketing strategy / / Ralf E. Strauss |
| Autore | Strauss Ralf E |
| Pubbl/distr/stampa | Chichester, England ; ; Hoboken, NJ, : Wiley, c2008 |
| Descrizione fisica | 1 online resource (370 p.) |
| Disciplina | 658.8/02 |
| Soggetto topico |
Marketing - Management
Strategic planning |
| ISBN |
1-119-20621-9
1-282-68753-0 9786612687532 0-470-74561-4 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
MARKETING PLANNING BY DESIGN; CONTENTS; ABOUT THE AUTHOR; PREFACE; FOREWORD; INTRODUCTION: THE "LACK-OF-EVIDENCE TRAP"; PART 1: CHALLENGES TO THE MARKETING FUNCTION: IMPERATIVE FOR CHANGE; CHAPTER 1: NEW CHALLENGES IN MARKETING; 1.1 THE CHALLENGE: ONE SIZE DOESN'T FIT ALL - QUALITY NOT QUANTITY; 1.2 THE CHALLENGE: CRM - FROM THE BUZZWORD TO SYSTEMATIC CUSTOMER MANAGEMENT; 1.3 THE CHALLENGE: FROM THE MASS MARKET TO ONE-TO-ONE; 1.3.1 The Goals and Problems of Individualization; 1.3.2 One-to-One Marketing
1.3.3 The Challenge of Mass Customization - From Individualized Marketing to Individualized Products1.4 THE CHALLENGE: THE CHANGED CONDITIONS OF MARKETING STRATEGY; 1.5 THE CHALLENGE: MARKETING STRATEGY FOLLOWS CORPORATE STRATEGY ... OR VICE VERSA?; CHAPTER 2: FOCUS ON THE CHIEF MARKETING OFFICER (CMO): A JOB DESCRIPTION; 2.1 A YOUNG PROFESSION: A DEMANDING SPECIALIZED AREA WITH C-LEVEL CALIBER; 2.2 THE SITUATION: THE DISCREPANCY BETWEEN EXPECTATIONS AND CORPORATE REALITY; 2.3 THE GREATEST CHALLENGE FOR HEADS OF MARKETING: LEGITIMACY AND CREDIBILITY AMONG COLLEAGUES AT THE MANAGEMENT LEVEL 2.4 THE CMO'S NEW IMAGE: GUARANTOR FOR "RETURN ON MARKETING"CHAPTER 3: PLANNING COMES FIRST ...; 3.1 RESULTS OF THE CMO MARKETING PLANNING SURVEY; 3.2 "THE PARADOX OF THE MARKETING FUNCTION" AND "THE 10 HURDLES OF MARKETING PLANNING"; PART II: THE PATH TO THE PLAN; CHAPTER 4: SEVEN PHASES FOR DEVELOPING MARKETING STRATEGY AND SYSTEMATIC MARKETING PLANNING (SEVEN-PHASE MODEL); CHAPTER 5: PHASE 1: PLANNING THE PLANNING; CHAPTER 6: PHASE 2: APPROACHES TO MARKETING BUDGET PLANNING; 6.1 HEURISTIC BUDGETING APPROACH: PRAGMATIC BUDGET CALCULATION 6.2 ANALYTICAL BUDGETING APPROACH: MODELING USING THE ADVERTISING IMPACT FUNCTIONCHAPTER 7: PHASE 3: STRATEGIC MARKETING PLANNING; 7.1 SYSTEMATIC PROCEDURE FOR STRATEGY DEVELOPMENT; 7.2 ANALYSIS OF THE INITIAL STRATEGIC SITUATION; 7.2.1 Market and environmental analysis; 7.2.2 Competitive analysis: between cost leadership and differentiation; 7.2.3 Enterprise analysis: what's the status quo concerning customers, competitors, and the market as a whole?; 7.3 BRAND MANAGEMENT: A BRAND IS A BRAND; 7.3.1 The advantages of systematic brand management 7.3.2 Brand strategy: how should the brand be positioned on the market?7.3.3 Brand presence: consistency on the market; 7.3.4 Brand management on the internet: does the customer manage the brand ...?; 7.4 SALES CHANNEL MANAGEMENT: DEFINING AND DESIGNING THE SALES CHANNEL; 7.4.1 The sales channel: where is the added value?; 7.4.2 Managing the sales channel: recruiting, power, and changes; 7.4.3 The sales channel: between cooperation, conflict, and competition; 7.4.4 Sales channel management on the internet: the end of the road for the trading partner? 7.5 ONLINE MARKETING: ATTRACTIVE OFFERINGS AND PRICING WANTED |
| Record Nr. | UNINA-9910139504903321 |
|
Strauss Ralf E
|
||
| Chichester, England ; ; Hoboken, NJ, : Wiley, c2008 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing plans : how to prepare them, how to profit from them / / Malcolm McDonald, Hugh Wilson
| Marketing plans : how to prepare them, how to profit from them / / Malcolm McDonald, Hugh Wilson |
| Autore | McDonald Malcolm |
| Edizione | [Eighth edition.] |
| Pubbl/distr/stampa | Hoboken : , : Wiley, , 2016 |
| Descrizione fisica | 1 online resource (643 p.) |
| Disciplina | 658.8/02 |
| Collana | New York Academy of Sciences |
| Soggetto topico |
Marketing - Management
Marketing - Planning |
| ISBN |
1-119-21718-0
1-119-21717-2 1-119-30989-1 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | 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. |
| Record Nr. | UNINA-9910135011703321 |
|
McDonald Malcolm
|
||
| Hoboken : , : Wiley, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing plans : how to prepare them, how to profit from them / / Malcolm McDonald, Hugh Wilson
| Marketing plans : how to prepare them, how to profit from them / / Malcolm McDonald, Hugh Wilson |
| Autore | McDonald Malcolm |
| Edizione | [Eighth edition.] |
| Pubbl/distr/stampa | Hoboken : , : Wiley, , 2016 |
| Descrizione fisica | 1 online resource (643 p.) |
| Disciplina | 658.8/02 |
| Collana | New York Academy of Sciences |
| Soggetto topico |
Marketing - Management
Marketing - Planning |
| ISBN |
1-119-21718-0
1-119-21717-2 1-119-30989-1 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | 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. |
| Record Nr. | UNINA-9910815324503321 |
|
McDonald Malcolm
|
||
| Hoboken : , : Wiley, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing plans [[electronic resource] ] : how to prepare them, how to use them / / Malcolm McDonald, Hugh Wilson
| Marketing plans [[electronic resource] ] : how to prepare them, how to use them / / Malcolm McDonald, Hugh Wilson |
| Autore | McDonald Malcolm |
| Edizione | [7th ed.] |
| Pubbl/distr/stampa | Chichester, West Sussex, U.K., : Wiley, 2011 |
| Descrizione fisica | 1 online resource (591 p.) |
| Disciplina |
658.8/02
658.802 |
| Altri autori (Persone) | WilsonHugh <1962-> |
| Soggetto topico |
Màrqueting - Planificació
Marketing - Management Marketing - Planning |
| Soggetto genere / forma | Llibres electrònics |
| ISBN |
1-119-20587-5
1-283-37173-1 9786613371737 0-470-67016-9 |
| Classificazione | BUS058000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
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 |
| Record Nr. | UNINA-9910130553603321 |
|
McDonald Malcolm
|
||
| Chichester, West Sussex, U.K., : Wiley, 2011 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
