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

    By: McDonald, MalcolmContributor(s): Wilson, Hugh, 1962-Material type: TextTextPublisher: Chichester, West Sussex, U.K. : Wiley, ©2011Edition: 7th edDescription: (xvi, 573 pages) : illustrations (some color)Content type: text Media type: computer Carrier type: online resourceSubject(s): Marketing -- Management | Marketing -- Planning | Marketing -- Management | Marketing -- Planning | BUSINESS & ECONOMICS -- Green Business | Marketing -- Management | Marketing -- PlanningGenre/Form: Electronic books.Additional physical formats: Print version:: Marketing plans.DDC classification: 658.8/02 LOC classification: HF5415.13 | .M255 2011eb
    Contents:
    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.
    Summary: "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."-- Provided by publisher.
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    Item type Current library Call number Copy number Status Notes Date due Barcode
    Books Books Female Library
    		HF5415.13.M255 2011 (Browse shelf (Opens below)) 1 Available STACKS 51952000193708
    Books Books Main Library
    		HF5415.13.M255 2011 (Browse shelf (Opens below)) 1 Available STACKS 51952000193548

    Includes bibliographical references and index.

    "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."-- Provided by publisher.

    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.

    Print version record.

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