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Malcolm McDonald on marketing planning : understanding marketing plans and strategy / / Malcolm McDonald
| Malcolm McDonald on marketing planning : understanding marketing plans and strategy / / Malcolm McDonald |
| Autore | McDonald Malcolm |
| Edizione | [Second edition.] |
| Pubbl/distr/stampa | London, [England] ; ; New York, New York ; ; New Delhi, India : , : Kogan Page, , 2017 |
| Descrizione fisica | 1 online resource (192 pages) : illustrations, tables |
| Disciplina | 658.8/02 |
| Soggetto topico |
Marketing - Planning
Marketing - Management |
| ISBN | 0-7494-7822-5 |
| Classificazione | BUS043000BUS063000 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910148601703321 |
McDonald Malcolm
|
||
| London, [England] ; ; New York, New York ; ; New Delhi, India : , : Kogan Page, , 2017 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Market segmentation [[electronic resource] ] : how to do it and how to profit from it / / Malcolm McDonald and Ian Dunbar
| Market segmentation [[electronic resource] ] : how to do it and how to profit from it / / Malcolm McDonald and Ian Dunbar |
| Autore | McDonald Malcolm |
| Edizione | [Rev. 4th ed.] |
| Pubbl/distr/stampa | Chichester, : John Wiley & Sons, Ltd., 2012 |
| Descrizione fisica | 1 online resource (514 p.) |
| Disciplina | 658.802 |
| Altri autori (Persone) | DunbarIan |
| Soggetto topico | Market segmentation |
| ISBN |
1-119-20786-X
1-283-66510-7 1-118-43274-6 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Market Segmentation: How to Do It and How to Profit From It; Copyright; Contents; Foreword; Preface and acknowledgements; An important note to the reader from the authors; Deciding on which track you need; Interpretation; List of figures; List of tables; 1: Market segmentation - the bedrock of successful marketing; Perception is everything; The state of marketing; Resolving the confusion about marketing; The central role of market segmentation; Definition of market segmentation; Segmentation process summary; Developing segments; Prioritizing and selecting segments
Marketing objectives and strategiesChapter 1 review; References; 2: Preparing for segmentation - additional guidelines for success; Objective of this book; Segmentation archetypes in companies; Company archetypes; Case studies conclusion; Classifying market segmentation in organizations; Classification conclusion; Organizational structure; The 'postmodern' customer; International market segmentation; Segmentation team; Data for segmentation; Rules for segmentation; The advantages of segmentation; Segmentation case histories; Case history conclusion; Chapter 2 review; References 3: Fast tracking through the segmentation processProcess structure; Phase 1 - Developing segments; Determining the scope of a segmentation project; Portraying how a market works and identifying decision-makers; Developing a representative sample of different decision-makers; Accounting for the behavior of decision-makers; Forming market segments out of like-minded decision-makers; Phase 2 - Prioritizing and selecting segments; Determining the attractiveness of market segments; Assessing company competitiveness and the portfolio matrix; Chapter 3 review 4: Determining the scope of a segmentation projectGeographic scope; Defining markets; Developing the market definition; Whose needs are being defined?; Ensuring the definition is meaningful to your company; Markets and strategic business units (SBUs); Defining markets - conclusions; Sizing the specified market; Process check; Further examples; Exercises; Reference; 5: Portraying how a market works and identifying decision-makers; Constructing your market map; Getting started; Initial quantification of the market map; Adding junction types; Market maps in the tabular form Market leverage points'Shared' decision-making; 'Cumulative' decision-making; Selecting the junction to be segmented; To include or exclude non-leverage groups; Testing current views about segments: preliminary segments; Sizing preliminary segments; Process check; Further examples; Exercises; 6: Developing a representative sample of different decision-makers; The components of a 'micro-segment'; Price; Developing micro-segments; Getting micro-segments up and running; Managing micro-segments - keeping control; Key discriminating features (KDFs); Key discriminating feature guidelines What, where, when and how |
| Record Nr. | UNINA-9910141402503321 |
|
McDonald Malcolm
|
||
| Chichester, : John Wiley & Sons, Ltd., 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Market segmentation : how to do it and how to profit from it / / Malcolm McDonald and Ian Dunbar
| Market segmentation : how to do it and how to profit from it / / Malcolm McDonald and Ian Dunbar |
| Autore | McDonald Malcolm |
| Edizione | [Rev. 4th ed.] |
| Pubbl/distr/stampa | Chichester, : John Wiley & Sons, Ltd., 2012 |
| Descrizione fisica | 1 online resource (514 p.) |
| Disciplina | 658.802 |
| Altri autori (Persone) | DunbarIan |
| Soggetto topico | Market segmentation |
| ISBN |
9781119207863
111920786X 9781283665100 1283665107 9781118432747 1118432746 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Market Segmentation: How to Do It and How to Profit From It; Copyright; Contents; Foreword; Preface and acknowledgements; An important note to the reader from the authors; Deciding on which track you need; Interpretation; List of figures; List of tables; 1: Market segmentation - the bedrock of successful marketing; Perception is everything; The state of marketing; Resolving the confusion about marketing; The central role of market segmentation; Definition of market segmentation; Segmentation process summary; Developing segments; Prioritizing and selecting segments
Marketing objectives and strategiesChapter 1 review; References; 2: Preparing for segmentation - additional guidelines for success; Objective of this book; Segmentation archetypes in companies; Company archetypes; Case studies conclusion; Classifying market segmentation in organizations; Classification conclusion; Organizational structure; The 'postmodern' customer; International market segmentation; Segmentation team; Data for segmentation; Rules for segmentation; The advantages of segmentation; Segmentation case histories; Case history conclusion; Chapter 2 review; References 3: Fast tracking through the segmentation processProcess structure; Phase 1 - Developing segments; Determining the scope of a segmentation project; Portraying how a market works and identifying decision-makers; Developing a representative sample of different decision-makers; Accounting for the behavior of decision-makers; Forming market segments out of like-minded decision-makers; Phase 2 - Prioritizing and selecting segments; Determining the attractiveness of market segments; Assessing company competitiveness and the portfolio matrix; Chapter 3 review 4: Determining the scope of a segmentation projectGeographic scope; Defining markets; Developing the market definition; Whose needs are being defined?; Ensuring the definition is meaningful to your company; Markets and strategic business units (SBUs); Defining markets - conclusions; Sizing the specified market; Process check; Further examples; Exercises; Reference; 5: Portraying how a market works and identifying decision-makers; Constructing your market map; Getting started; Initial quantification of the market map; Adding junction types; Market maps in the tabular form Market leverage points'Shared' decision-making; 'Cumulative' decision-making; Selecting the junction to be segmented; To include or exclude non-leverage groups; Testing current views about segments: preliminary segments; Sizing preliminary segments; Process check; Further examples; Exercises; 6: Developing a representative sample of different decision-makers; The components of a 'micro-segment'; Price; Developing micro-segments; Getting micro-segments up and running; Managing micro-segments - keeping control; Key discriminating features (KDFs); Key discriminating feature guidelines What, where, when and how |
| Record Nr. | UNINA-9910807609503321 |
|
McDonald Malcolm
|
||
| Chichester, : John Wiley & Sons, Ltd., 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing and finance : creating shareholder value / / Malcolm McDonald, Brian D. Smith, Keith Ward
| Marketing and finance : creating shareholder value / / Malcolm McDonald, Brian D. Smith, Keith Ward |
| Autore | McDonald Malcolm |
| Edizione | [2nd ed.] |
| Pubbl/distr/stampa | Chichester, West Sussex : , : Wiley, , 2013 |
| Descrizione fisica | 1 online resource (xxiii, 253 pages) : illustrations |
| Disciplina | 658.8/02 |
| Collana | Gale eBooks |
| Soggetto topico |
Corporations - Valuation
Corporations - Investor relations Stocks - Marketing Stocks - Prices Economic value added Risk assessment |
| ISBN |
1-118-74866-2
1-118-74876-X 1-118-74889-1 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Foreword for second edition -- Foreword from first edition / by Sir Michael Perry, GBE -- List of figure -- List of tables -- What is marketing due diligence? -- Chapter title to be added when title of book is decided[sh1] -- A process of marketing due diligence -- The implications of implementing marketing due diligence -- The marketing due diligence diagnostic process -- Assessing market risk -- Afterword: what to do now -- References and further reading. |
| Record Nr. | UNINA-9910140177703321 |
|
McDonald Malcolm
|
||
| Chichester, West Sussex : , : Wiley, , 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing due diligence [[electronic resource] ] : reconnecting strategy to share price / / Malcolm McDonald, Brian Smith, Keith Ward
| Marketing due diligence [[electronic resource] ] : reconnecting strategy to share price / / Malcolm McDonald, Brian Smith, Keith Ward |
| Autore | McDonald Malcolm |
| Pubbl/distr/stampa | Amsterdam ; ; Boston, : Elsevier Butterworth-Heinemann, 2006 |
| Descrizione fisica | 1 online resource (257 p.) |
| Disciplina | 658.8/02 |
| Altri autori (Persone) |
SmithBrian D <1961-> (Brian David)
WardKeith <1949-> |
| Soggetto topico |
Corporations - Valuation
Corporations - Investor relations Stocks - Marketing Stocks - Prices Economic value added Risk assessment |
| Soggetto genere / forma | Electronic books. |
| ISBN |
9786610752126
0-08-046956-6 9786612665851 0-08-045942-0 1-282-66585-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Front Cover |
| Record Nr. | UNINA-9910451204303321 |
|
McDonald Malcolm
|
||
| Amsterdam ; ; Boston, : Elsevier Butterworth-Heinemann, 2006 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing due diligence [[electronic resource] ] : reconnecting strategy to share price / / Malcolm McDonald, Brian Smith, Keith Ward
| Marketing due diligence [[electronic resource] ] : reconnecting strategy to share price / / Malcolm McDonald, Brian Smith, Keith Ward |
| Autore | McDonald Malcolm |
| Pubbl/distr/stampa | Amsterdam ; ; Boston, : Elsevier Butterworth-Heinemann, 2006 |
| Descrizione fisica | 1 online resource (257 p.) |
| Disciplina | 658.8/02 |
| Altri autori (Persone) |
SmithBrian D <1961-> (Brian David)
WardKeith <1949-> |
| Soggetto topico |
Corporations - Valuation
Corporations - Investor relations Stocks - Marketing Stocks - Prices Economic value added Risk assessment |
| ISBN |
9786610752126
0-08-046956-6 9786612665851 0-08-045942-0 1-282-66585-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Front Cover |
| Record Nr. | UNINA-9910777012203321 |
|
McDonald Malcolm
|
||
| Amsterdam ; ; Boston, : Elsevier Butterworth-Heinemann, 2006 | ||
| 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 | ||
| ||
Marketing plans : how to prepare them, how to use them / / Malcolm McDonald, Hugh Wilson
| Marketing plans : 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 |
Marketing - Management
Marketing - Planning |
| 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-9910824599803321 |
|
McDonald Malcolm
|
||
| Chichester, West Sussex, U.K., : Wiley, 2011 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
