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|z 9781119217138 (pbk.)
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|z 9781119217183 (Adobe PDF)
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|z 9781119217138
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4 |
|a HF5415.13 .M255 2016
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| 100 |
1 |
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|a McDonald, Malcolm,
|e author.
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| 245 |
1 |
0 |
|a Marketing plans :
|b how to prepare them, how to profit from them /
|c Malcolm McDonald, Hugh Wilson.
|
| 250 |
|
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|a Eighth edition.
|
| 264 |
|
1 |
|a Hoboken :
|b Wiley,
|c 2016.
|
| 300 |
|
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|a 1 online resource (643 pages) :
|b color illustrations
|
| 336 |
|
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|a text
|2 rdacontent
|
| 337 |
|
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|a computer
|2 rdamedia
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| 338 |
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|a online resource
|2 rdacarrier
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| 500 |
|
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|a Revised edition of the authors' Marketing plans, 2011.
|
| 504 |
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|a Includes bibliographical references and index.
|
| 505 |
0 |
|
|a 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.
|
| 506 |
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|a Access to electronic resources restricted to Simmons University students, faculty and staff.
|
| 588 |
|
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|a Description based on print version record.
|
| 590 |
|
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|a Electronic reproduction. Ann Arbor, MI : ProQuest, 2016. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.
|
| 650 |
|
0 |
|a Marketing
|x Management.
|
| 650 |
|
0 |
|a Marketing
|x Planning.
|
| 655 |
|
4 |
|a Electronic books.
|
| 700 |
1 |
|
|a Wilson, Hugh,
|d 1962-
|e author.
|
| 776 |
0 |
8 |
|i Print version:
|a McDonald, Malcolm.
|t Marketing plans : how to prepare them, how to profit from them.
|d Hoboken : Wiley, 2016
|z 9781119217138
|
| 797 |
2 |
|
|a ProQuest (Firm)
|
| 856 |
4 |
0 |
|u https://ebookcentral.proquest.com/lib/simmons-ebooks/detail.action?docID=4698001
|y Access E-Book
|
| 999 |
f |
f |
|i f8559c4c-86b1-3141-914d-8b8b995d1bf7
|s bdf76b1c-1fac-11eb-99cd-4c044419675a
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| 852 |
|
|
|b Online Resources
|h HF5415.13 .M255 2016
|0 d8209fe2-1bba-36d3-8c4e-510faa9e6a08
|
