Coverart for item
The Resource 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

Label
Marketing plans : how to prepare them, how to use them
Title
Marketing plans
Title remainder
how to prepare them, how to use them
Statement of responsibility
Malcolm McDonald, Hugh Wilson
Creator
Contributor
Subject
Language
eng
Summary
  • "Marketing Plans, Seventh Edition presents a practical, no-nonsense style and approach that helps and encourages practicing managers with the difficult task of marketing planning. This helpful text illustrates the process of preparing a marketing plan, how to manage that process, and how to put the plan in action. The new edition has been thoroughly updated with contemporary thinking and includes new information on multi-channel integration and other new electronic routes to market. All case material and examples have also been revised."--Provided by publisher
  • "This book is THE market leader on the topic. Now heading into its 7e its popularity speaks for itself - USP: The book is a rigorous step-by-step guide on how to do marketing planning. The step-by-step approach is taken within each chapter, and from chapter to chapter. - The book includes application questions, exercises at the end of every chapter, and mini-case studies. - An online student resource is available as an accompaniment to the book. - Detailed guidelines on how to implement all the concepts and methodologies outlined in the book to literally handhold the reader throughout the process"--Provided by publisher
Cataloging source
DLC
http://library.link/vocab/creatorName
McDonald, Malcolm
Illustrations
illustrations
Index
index present
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/relatedWorkOrContributorDate
1962-
http://library.link/vocab/relatedWorkOrContributorName
Wilson, Hugh
http://library.link/vocab/subjectName
  • Marketing
  • Marketing
Label
Marketing plans : how to prepare them, how to use them, Malcolm McDonald, Hugh Wilson
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
Understanding the marketing process -- The marketing planning process: 1 The main steps -- The marketing planning process: 2 Removing the myths -- Completing the marketing audit: 1 The customer and market audit -- Completing the marketing audit: 2 The product audit -- Setting marketing objectives and strategies -- The integrated marketing communications plan -- The sales plan -- The pricing plan -- The multichannel plan: The route to market -- The customer relationship management plan -- Implementation issues in marketing planning -- Measuring the effectiveness of marketing planning -- A step-by-step marketing planning system
Control code
ocn690904721
Dimensions
25 cm.
Edition
7th ed.
Extent
xvi, 573 p.
Isbn
9780470669976
Lccn
2010050393
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other physical details
ill. (some col.)
Label
Marketing plans : how to prepare them, how to use them, Malcolm McDonald, Hugh Wilson
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
Understanding the marketing process -- The marketing planning process: 1 The main steps -- The marketing planning process: 2 Removing the myths -- Completing the marketing audit: 1 The customer and market audit -- Completing the marketing audit: 2 The product audit -- Setting marketing objectives and strategies -- The integrated marketing communications plan -- The sales plan -- The pricing plan -- The multichannel plan: The route to market -- The customer relationship management plan -- Implementation issues in marketing planning -- Measuring the effectiveness of marketing planning -- A step-by-step marketing planning system
Control code
ocn690904721
Dimensions
25 cm.
Edition
7th ed.
Extent
xvi, 573 p.
Isbn
9780470669976
Lccn
2010050393
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other physical details
ill. (some col.)

Library Locations

    • Sydney Jones LibraryBorrow it
      Chatham Street, Liverpool, L7 7BD, GB
      53.403069 -2.963723
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