Marketing plans : profitable strategies in the digital age.
- Ninth edition / Malcolm McDonald, Hugh Wilson, Dave Chaffey.
- 656 pages
Previous edition: published as by Malcolm McDonald, Hugh Wilson. 2016.
Includes bibliographical references and index.
Preface and acknowledgements How to use this book to achieve the best results Learning features Tutors' guide An important note to the reader from the authors Part One The Marketing Planning Process and the Output Chapter 1 Understanding the Marketing Process Chapter 2 The Marketing Planning Process: The Main steps Chapter 3 The customer and Market Audit Part 1: understanding Markets and Market segmentation Chapter 4 The customer and Market Audit Part 2: understanding customer needs and developing Value Propositions Chapter 5 The customer and Market Audit Part 3: The Product Audit Chapter 6 Setting Marketing objectives and strategies Part Two The Major Elements of Marketing Chapter 7 The integrated Marketing communications Plan Chapter 8 The sales and key Account Plan Chapter 9 The Multichannel Plan: The route to Market Chapter 10 The customer relationship Management Plan Chapter 11 The Pricing Plan Part Three Marketing Plans Measurement and Implementation Chapter 12 Implementation issues in Marketing Planning Chapter 13 Measuring the effectiveness of Marketing Planning Chapter 14 A step-by-step Marketing Planning system Conclusion: Guidelines from the authors on world-class marketing Marketing Planning: Yes, it really works! experiences from the real world Index
In this text, the process of marketing planning - from initial assessment of a company's business plan to the steps necessary to ensure a company achieves its profit targets - is fully explained. The latest edition of the leading and internationally bestselling text on marketing planning In the newly revised ninth edition of Marketing Plans, a team of renowned marketing strategists and professors delivers a fully updated version of the gold standard in marketing planning textbooks. The book contains a proven, start-to-finish approach to planning your firm's marketing and is complemented by brand-new content on digital marketing and sustainable marketing. The authors have also included best-practice guidance on omnichannel management, integrated marketing communications, key account management, and customer experience management. The book provides: A best-practice, step-by-step process for coordinating marketing strategy and planning Methods to create powerful, differentiated value propositions Tools to prioritise marketing efforts on segments and strategies that will deliver the greatest returns in growth and profits Lessons from the leaders on how to embed world-class marketing within the organisation. Perfect for students and executives alike in marketing, sales, strategy, and general management, Marketing Plans, 9th edition remains the world's leading resource on the critical topic of marketing strategy and planning.
9781394177103 (pbk.) : 39.99
2023053749
Marketing. Marketing--Planning. Business and Management. Business & Management Sales & marketing