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Présentation Marketing Plans Format Broché
- Livre Économie

Livre Économie - Mcdonald, Malcolm - 01/10/2016 - Broché - Langue : Anglais

Auteur(s) : McDonald, Malcolm - Wilson, Hugh

Editeur : John Wiley & Sons

Langue : Anglais

Parution : 01/10/2016

Format : Moyen, de 350g à 1kg

Nombre de pages : 640

Expédition : 1517

Dimensions : 24.6 x 18.9 x 3.5

ISBN : 9781119217138

Résumé :
Preface and acknowledgements vi How to use this book to achieve the best results viii Learning features x Tutors' guide xii An important note to the reader from the authors xiii Part One The Marketing Planning Process and the Output 1 Chapter 1 Understanding the Marketing Process 3 Chapter 2 The Marketing Planning Process: The Main Steps 39 Chapter 3 The Customer and Market Audit Part 1: Understanding Markets and Market Segmentation 77 Chapter 4 The Customer and Market Audit Part 2: Understanding Customer Needs and Developing Value Propositions 139 Chapter 5 The Customer and Market Audit Part 3: The Product Audit 165 Chapter 6 Setting Marketing Objectives and Strategies 227 Part Two The Major Elements of Marketing 273 Chapter 7 The Integrated Marketing Communications Plan 275 Chapter 8 The Sales and Key Account Plan 327 Chapter 9 The Multichannel Plan: The Route to Market 371 Chapter 10 The Customer Relationship Management Plan 417 Chapter 11 The Pricing Plan 451 Part Three Marketing Plans Measurement and Implementation 483 Chapter 12 Implementation Issues in Marketing Planning 485 Chapter 13 Measuring the Effectiveness of Marketing Planning 537 Chapter 14 A Step-by-Step Marketing Planning System 561 Conclusion: Guidelines from the authors on world-class marketing 599 Marketing Planning: Yes, it really works! Experiences from the real world 603 Index 615...

Biographie:

MALCOLM MCDONALD MA(Oxon), MSc PhD DLitt DSc

Until 2003, Malcolm was Professor of Marketing and Deputy Director of Cranfield University School of Management, with special responsibility for E-Business. He is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has a Doctorate from Bradford University and from the Plekhanov University of Economics in Moscow. He has extensive industrial experience, including a number of years as Marketing and Sales Director of Canada Dry. Until the end of 2012, he spent seven years as Chairman of Brand Finance plc.

He spends much of his time working with the operating boards of the world's biggest multinational companies, such as IBM, Xerox, BP and the like, in most countries in the world, including Japan, USA, Europe, South America, ASEAN and Australasia.

He has written forty six books, including the best seller Marketing Plans: how to prepare them...

Sommaire:
Preface and acknowledgements vi How to use this book to achieve the best results viii Learning features x Tutors' guide xii An important note to the reader from the authors xiii Part One The Marketing Planning Process and the Output 1 Chapter 1 Understanding the Marketing Process 3 Chapter 2 The Marketing Planning Process: The Main Steps 39 Chapter 3 The Customer and Market Audit Part 1: Understanding Markets and Market Segmentation 77 Chapter 4 The Customer and Market Audit Part 2: Understanding Customer Needs and Developing Value Propositions 139 Chapter 5 The Customer and Market Audit Part 3: The Product Audit 165 Chapter 6 Setting Marketing Objectives and Strategies 227 Part Two The Major Elements of Marketing 273 Chapter 7 The Integrated Marketing Communications Plan 275 Chapter 8 The Sales and Key Account Plan 327 Chapter 9 The Multichannel Plan: The Route to Market 371 Chapter 10 The Customer Relationship Management Plan 417 Chapter 11 The Pricing Plan 451 Part Three Marketing Plans Measurement and Implementation 483 Chapter 12 Implementation Issues in Marketing Planning 485 Chapter 13 Measuring the Effectiveness of Marketing Planning 537 Chapter 14 A Step-by-Step Marketing Planning System 561 Conclusion: Guidelines from the authors on world-class marketing 599 Marketing Planning: Yes, it really works! Experiences from the real world 603 Index 615...

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Marketing Plans - McDonald, Malcolm

Avis sur Marketing Plans Format Broché - Livre Économie

Présentation Marketing Plans Format Broché - Livre Économie

Présentation Marketing Plans Format Broché
- Livre Économie