000			03392nam a22003013i 4500
001			9952868891405158
005			20240627120257.0
006			m o d |
007			cr#|||||||||||
008			240328s2024 xx o ||||0 eng d
020			_a9781394177103
040			_aMiAaPQ _beng _erda _epn _cTBS _dMiAaPQ
041			_aeng
050			_aHF5415.13 _b.M255 2024
100			_aMcDonald, Malcolm _eauthor _923765
245	1	0	_aMarketing plans _b: profitable strategies in the digital age _c/ Malcolm McDonald, Hugh Wilson, Dave Chaffey.
250			_aNinth edition
260			_aChichester, England : _bJohn Wiley & Sons, _c2024.
300			_a639 pages : _billustrations, charts, tables (some color) _c25 cm.
505			_apt. 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.
520			_aThe 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.
588			_aDescription based on publisher supplied metadata and other sources.
650		0	_aMarketing _xManagement _99256
650		0	_aMarketing _xPlanning _99390
700			_aWilson, Hugh _eauthor _923766
700			_aChaffey, Dave _eauthor _921684
942			_2lcc
999			_c4243 _d4243