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010 a| 2016022150;

020 a| 9781119217138 (pbk.);

020 z| 9781119217183 (Adobe PDF);

020 z| 9781119217176 (epub);

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050 00 a| HF5415.13b| .M255 2016;

082 00 a| 658.8/022| 23;

100 1 a| McDonald, Malcolm.=| ^A288181;

245 10 a| Marketing plansh| [electronic resource] :b| how to prepare them, how to profit from them /c| Malcolm McDonald, Hugh Wilson.;

250 a| Eighth Edition.;

260 a| Hoboken :b| Wiley,c| 2016.;

300 a| xv, 624 pages :b| color illustrations ;c| 25 cm;

500 a| Revised edition of the authors' Marketing plans, 2011.;

504 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 a| Available only to authorized users.;

538 a| Mode of access: World Wide Web;

650 0 a| Marketingx| Management.=| ^A20223;

650 0 a| Marketingx| Planning.=| ^A253400;

655 0 a| Electronic books.=| ^A491897;

700 1 a| Wilson, Hugh,d| 1962-?| UNAUTHORIZED;

856 40 z| Full text available from Ebook Central - Academic Completeu| https://ebookcentral.proquest.com/lib/eastcarolina/detail.action?docID=7104482;

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999 a| CLICK ON WEB ADDRESSw| ASISc| 1i| 5924797-3001l| MNETm| JMUSICr| Ys| Yt| MNESSBKu| 10/14/2022x| EBOOKz| JERESOURCE;

Marketing plans how to prepare them, how to profit from them / Malcolm McDonald, Hugh Wilson.

Author/creator	McDonald, Malcolm
Other author	Wilson, Hugh, 1962-
Format	Electronic
Edition	Eighth Edition.
Publication Info	Hoboken : Wiley, 2016.
Description	xv, 624 pages : color illustrations ; 25 cm
Supplemental Content	Full text available from Ebook Central - Academic Complete
Subjects	Marketing--Management. Marketing--Planning.

Contents	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.
General note	Revised edition of the authors' Marketing plans, 2011.
Bibliography note	Includes bibliographical references and index.
Access restriction	Available only to authorized users.
Technical details	Mode of access: World Wide Web
Genre/form	Electronic books.
LCCN	2016022150
ISBN	9781119217138 (pbk.)

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Marketing plans how to prepare them, how to profit from them / Malcolm McDonald, Hugh Wilson.

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