M. Mcdonald – Marketing Plans (2016)

Автор: M. Mcdonald
Название книги: Marketing Plans (2016)
Формат: PDF
Жанр: Маркетинг
Страницы: 643
Качество: Изначально компьютерное, E-book

A fully revised and updated 8th edition of the highly renowned international bestseller
The 8th edition of this highly acclaimed bestseller is thoroughly revised with every chapter having been updated with special attention to the latest developments in marketing.
Marketing Plans is designed as a tool and a user–friendly learning resource. Every point illustrated by powerful practical examples and made actionable through simple, step–by–step templates and exercises. The book is established as essential reading for all serious professional marketers and students of marketing, from undergraduate and postgraduate to professional courses for bodies such as CIM. Above all it provides a practical, hands–on guide to implementing every single concept included in the text.
New chapters and content include:
A ‘Does it Work’ feature throughout demonstrating examples of real successes using the processes in the book
More substantial coverage of consumer behaviour to balance the book’s focus with B2B planning
Digital techniques and practices brought fully up to date
Also includes a comprehensive online Tutors’ Guide and Market2Win Simulator for those who teach marketing strategy
Table of Contents
Part One 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
Part Two 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
Part Three 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
Marketing Planning: Yes, it really works! Experiences from the real world