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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 | ||
| ||