Marketing plans : how to prepare them, how to use them /

"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...

Πλήρης περιγραφή

Λεπτομέρειες βιβλιογραφικής εγγραφής
Κύριος συγγραφέας: McDonald, Malcolm
Άλλοι συγγραφείς: Wilson, Hugh, 1962-
Μορφή: Ηλ. βιβλίο
Γλώσσα:English
Έκδοση: Chichester, West Sussex, U.K. : Wiley, [2011]
Έκδοση:7th ed.
Θέματα:
Διαθέσιμο Online:Full Text via HEAL-Link
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049 |a MAIN 
100 1 |a McDonald, Malcolm. 
245 1 0 |a Marketing plans :  |b how to prepare them, how to use them /  |c Malcolm McDonald, Hugh Wilson. 
250 |a 7th ed. 
264 1 |a Chichester, West Sussex, U.K. :  |b Wiley,  |c [2011] 
264 4 |c ©2011 
300 |a 1 online resource (xvi, 573 pages) :  |b illustrations (some color) 
336 |a text  |b txt  |2 rdacontent 
337 |a computer  |b c  |2 rdamedia 
338 |a online resource  |b cr  |2 rdacarrier 
504 |a Includes bibliographical references and index. 
520 |a "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."--  |c Provided by publisher. 
505 0 |a 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. 
588 0 |a Print version record. 
650 0 |a Marketing  |x Management. 
650 0 |a Marketing  |x Planning. 
650 4 |a Marketing  |x Management. 
650 4 |a Marketing  |x Planning. 
650 7 |a BUSINESS & ECONOMICS  |x Green Business.  |2 bisacsh 
650 7 |a Marketing  |x Management.  |2 fast  |0 (OCoLC)fst01010209 
650 7 |a Marketing  |x Planning.  |2 fast  |0 (OCoLC)fst01010240 
655 4 |a Electronic books. 
700 1 |a Wilson, Hugh,  |d 1962- 
776 0 8 |i Print version:  |a McDonald, Malcolm.  |t Marketing plans.  |b 7th ed.  |d Chichester, West Sussex, U.K. : Wiley, 2011  |z 9780470669976  |w (DLC) 2010050393  |w (OCoLC)690904721 
856 4 0 |u https://doi.org/10.1002/9781119205876  |z Full Text via HEAL-Link 
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