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

By: Contributor(s): Material type: TextTextPublisher: Hoboken : Wiley, 2016Edition: Eighth editionDescription: 1 online resourceContent type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 1119217172
  • 1119217180
  • 1119309891
  • 9781119217176
  • 9781119217183
  • 9781119309895
Subject(s): Genre/Form: Additional physical formats: Print version:: Marketing plans.DDC classification:
  • 658.802 MCD 2016 23
LOC classification:
  • HF5415.13 .M255 2016eb
Online resources:
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.
List(s) this item appears in: eBooks_FBHC
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Holdings
Item type Current library Home library Call number Status Date due Barcode Item holds Course reserves
Electronic Book Electronic Book FIRST CITY UNIVERSITY COLLEGE 658.802 MCD 2016 (Browse shelf(Opens below)) e-book e00255

BA (Hons) Marketing

Total holds: 0

Revised edition of the authors' Marketing plans, 2011.

Includes bibliographical references and index.

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.

Print version record.