Marketing plans
Subtitle: how to prepare them, how to profit from them
By: Malcolm McDonald, Hugh Wilson
Contributors: Wilson, Hugh, 1962- author
Edition: Eighth edition.
Publisher: Wiley
Published: 2016
Language: eng
Number of pages: 624
ISBN-13: 9781119217138
Subjects: Marketing; Planning; Management
Notes: Revised edition of the authors' Marketing plans, 2011.

Includes bibliographical references and index.
Table of contents: title: Preface and acknowledgments; title: How to use this book to achieve the best results; title: Learning features; title: Tutor's guide; title: An important note to the reader from the authors; title: The marketing planning process and the output; title: Understanding the marketing process; title: The marketing planning process : the main steps; title: The customer and market audit part 1: Understanding markets and market segmentation; title: The customer and market audit part 2 : Understanding customer needs and developing value propositions; title: The customer and market audit part 3: The product audit; title: Setting marketing objectives and strategies; title: The major elements of marketing; title: The integrated marketing communications plan; title: The sales and key account plan; title: The multichannel plan : the route to market; title: The customer relationship management plan; title: The pricing plan; title: Marketing plans measurement and implementation; title: Implementation issues in marketing planning; title: Measuring the effectiveness of marketing planning; title: A step-by-step marketing planning system; title: Conclusion: guidelines from the authors on world class marketing; title: Index.