a ISBN 978-11-19217138 (pbk.-)

a Original cataloging agency NEU GrandLibrary

a Language code of text/sound track or separate title eng

a Classification number HF5415.13

b Item number .M255 2016

a Dewey Classification 658.8/02

a Personal name McDonald, Malcolm,

a Title Marketing plans :

b Remainder of title how to prepare them, how to profit from them /

c Statement of responsibility, etc Malcolm McDonald, Hugh Wilson.

h Medium BOOK

a Place of publication, distribution, etc Italy :

b Name of publisher, distributor, etc Wiley,

c Date of publication, distribution, etc 2016.

a Extent xv, 624 pages ;

c Dimensions 24 cm.

a General note Revised edition of the authors' Marketing plans, 2011.

a Bibliography, etc Includes bibliographical references and index.

a Formatted contents note 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.

a Topical term or geographic name as entry element Marketing

a Topical term or geographic name as entry element Marketing

a Personal name Wilson, Hugh,

d Dates associated with a name 1962-