TY  - BOOK
AU  - McDonald, Malcolm
AU  - Wilson, Hugh
AU  - Chaffey, Dave
TI  - Marketing plans: : profitable strategies in the digital age
SN  - 9781394177103
AV  - HF5415.13  .M255 2024
PY  - 2024///
CY  - Chichester, England
PB  - John Wiley & Sons, 
KW  - Marketing
KW  - Management
KW  - Planning
N1  - pt. 1. The marketing planning process and the output — 1. Understanding the marketing process — 2. The marketing planning process : the main steps 3. The customer and market audit part 1 : understanding markets and market segmentation — 4. The customer and market audit part 2 : understanding customer needs and developing value propositions — 5. The customer and market audit part 3 : the product audit — 6. Setting marketing objectives and strategies — pt. 2. The major elements of marketing — 7. the integrated marketing communications plan — 8. The sales and key account plan — 9. The omnichannel plan : the route to market — 10. The customer relationship management plan — 11. The pricing plan — pt. 3. Marketing plans measurement and implementation — 12. Implementation issues in marketing planning — 13. measuring the effectiveness of marketing planning — 14. 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
N2  - The latest edition of the leading and internationally bestselling text on marketing planning.

In the newly revised ninth edition of Marketing Plans, a team of renowned marketing strategists and professors delivers a fully updated version of the gold standard in marketing planning textbooks. The book contains a proven, start-to-finish approach to planning your firm’s marketing and is complemented by brand-new content on digital marketing and sustainable marketing.

The authors have also included best-practice guidance on omnichannel management, integrated marketing communications, key account management, and customer experience management. The book provides:

A best-practice, step-by-step process for coordinating marketing strategy and planning — 
Methods to create powerful, differentiated value propositions — 
Tools to prioritise marketing efforts on segments and strategies that will deliver the greatest returns in growth and profits — 
Lessons from the leaders on how to embed world-class marketing within the organisation.

Perfect for students and executives alike in marketing, sales, strategy, and general management, Marketing Plans, 9th edition remains the world’s leading resource on the critical topic of marketing strategy and planning
ER  -