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Marketing plans :how to prepare them, how to profit from them /

紀錄類型:	書目-語言資料,印刷品 : 單行本
正題名/作者:	Marketing plans :/ Malcolm McDonald, Hugh Wilson.
其他題名:	how to prepare them, how to profit from them /
其他題名:	How to prepare them, how to profit from them
作者:	McDonald, Malcolm.
其他作者:	Wilson, Hugh,
出版者:	Chichester, West Sussex :Wiley,2016.
面頁冊數:	xv, 624 p. :col. ill. ;25 cm.
附註:	Revised edition of the authors' Marketing plans, 2011.
標題:	Marketing - Management. -
ISBN:	9781119217138 (pbk.) :
ISBN:	111921713X (pbk.)

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

Marketing plans :how to prepare them, how to profit from them /How to prepare them, how to profit from themMalcolm McDonald, Hugh Wilson. - Eighth ed. - Chichester, West Sussex :Wiley,2016. - xv, 624 p. :col. ill. ;25 cm.

Revised edition of the authors' Marketing plans, 2011.

Includes bibliographical references and index.

Preface and acknowledgments -- 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.

ISBN: 9781119217138 (pbk.) :NT2240

LCCN: 2016-022150Subjects--Topical Terms:

147454
Marketing
--Management.

LC Class. No.: HF5415.13 / .M255 2016

Dewey Class. No.: 658.802

Marketing plans :how to prepare them, how to profit from them /
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