Marketing plans : how to prepare them, how to profit from them / / Malcolm McDonald, Hugh Wilson

• Autore: McDonald Malcolm
• Pubblicazione: Hoboken : , : Wiley, , 2016
• Edizione: Eighth edition.
• Descrizione fisica: 1 online resource (643 p.)
• Disciplina: 658.8/02
• Soggetto topico: Marketing - Management; Marketing - Planning
• Persona (resp. second.): WilsonHugh <1962->
• Note generali: Revised edition of the authors' Marketing plans, 2011.
• Nota di bibliografia: Includes bibliographical references and index.
• 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.
• Titolo autorizzato: Marketing plans
• ISBN: 1-119-21718-0; 1-119-21717-2; 1-119-30989-1
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910815324503321
• Lo trovi qui: Univ. Federico II
• Serie: New York Academy of Sciences