Marketing Plans: How to Prepare Them, How to Use Them, Seventh Edition
- 11h 22m
- Hugh Wilson, Malcolm McDonald
- John Wiley & Sons (UK)
- 2011
Now in its 7th edition, Marketing Plans is a highly renowned international bestseller. The book has been thoroughly revised, and every chapter has been carefully updated with special attention to the latest developments in marketing. To accomplish this, Professor Malcolm McDonald has been joined in this edition by Professor Hugh Wilson, a leading expert on CRM and multichannel strategy as well as marketing planning.
Major changes to this edition include new chapters based on the very latest research on:
- Planning for integrated marketing communications and digital marketing
- Developing multichannel strategy
- Developing the CRM plan
- Marketing effectiveness and accountability
Marketing Plans is designed as a tool and a user-friendly learning resource. Every point illustrated by powerful practical examples and made actionable through simple, step-by-step templates and exercises.
The book is established as essential reading for all serious professional marketers and students of marketing, from undergraduate and postgraduate to professional courses for bodies such as CIM. Above all it provides a practical, hands-on guide to implementing every single concept included in the text.
In this Book
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Understanding the Marketing Process
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The Marketing Planning Process: 1 The Main Steps
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The Marketing Planning Process: 2 Removing the Myths
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Completing the Marketing Audit: 1 The Customer and Market Audit
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Completing the Marketing Audit: 2 the Product Audit
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Setting Marketing Objectives and Strategies
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The Integrated Marketing Communications Plan
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The Sales Plan
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The Pricing Plan
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The Multichannel Plan: The Route to Market
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The Customer Relationship Management Plan
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Implementation Issues in Marketing Planning
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Measuring the Effectiveness of Marketing Planning
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A Step-by-Step Marketing Planning System
