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Status:
Available4.3
25 reviews
ISBN 13: 9781394187300
Author: Malcolm McDonald, Hugh Wilson, Dave Chaffey
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.
Understanding the Marketing Process
The Marketing Planning Process
Customer and Market Audit Part 1
Customer and Market Audit Part 2
Customer and Market Audit Part 3
Setting Marketing Objectives and Strategies
Integrated Marketing Communications Plan
Sales and Key Account Plan
Omnichannel Plan
Customer Relationship Management Plan
Pricing Plan
Implementation Issues in Marketing Planning
Measuring the Effectiveness of Marketing Planning
Step-by-Step Marketing Planning System
Conclusion: Guidelines on World-Class Marketing
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Tags: Malcolm McDonald, Hugh Wilson, Dave Chaffey, Marketing, Plans
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