Marketing plans : how to prepare them, how to profit from them / Malcolm McDonald, Hugh Wilson.
Material type: TextPublication details: Eighth edition. ; Hoboken : Wiley, 2016Description: 1 online resourceISBN: 9781119309895; 1119309891; 9781119217176; 1119217172; 9781119217183; 1119217180Subject(s): Marketing -- Management | Marketing -- Planning | BUSINESS & ECONOMICS -- Industrial Management | BUSINESS & ECONOMICS -- Management | BUSINESS & ECONOMICS -- Management Science | BUSINESS & ECONOMICS -- Organizational Behavior | Marketing -- Management | Marketing -- PlanningOnline resources: Wiley Online LibraryItem type | Current library | Call number | Status | Date due | Barcode | Item holds |
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e-Books | Central Library, Sikkim University | Not for loan | E-2806 |
Revised edition of the authors' Marketing plans, 2011.
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.
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