Marketing Plans: How to Prepare them, How to Profit from them (Record no. 109284)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01745nam a2200193 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 171004b xxu||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781119217138 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.802 |
| Item number | MCD |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | McDonald, Malcolm |
| 9 (RLIN) | 20867 |
| 245 ## - TITLE STATEMENT | |
| Title | Marketing Plans: How to Prepare them, How to Profit from them |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 8th ed |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Name of publisher, distributor, etc | John Wiley & Sons, Ltd. |
| Date of publication, distribution, etc | 2016 |
| Place of publication, distribution, etc | Chichester |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 624p |
| 500 ## - GENERAL NOTE | |
| General note | 1. Preface and acknowledgements<br/>2. How to use this book to achieve the best results<br/>3. Learning features<br/>4. Tutor's guide<br/>5. An important note to the reader from the authors<br/>6. The marketing planning process and the output<br/>7. Understanding the marketing process<br/>8. The marketing planning process : the main steps<br/>9. The customer and market audit part 1: Understanding markets and market segmentation<br/>10. The customer and market audit part 2 : Understanding customer needs and developing value propositions<br/>11. The customer and market audit part 3: The product audit<br/>12. Setting marketing objectives and strategies<br/>13. The major elements of marketing<br/>14. The integrated marketing communications plan<br/>15. The sales and key account plan<br/>16. The multichannel plan : the route to market<br/>17. The customer relationship management plan<br/>18. The pricing plan<br/>19. Marketing plans measurement and implementation<br/>20. Implementation issues in marketing planning<br/>21. Measuring the effectiveness of marketing planning<br/>22. A step-by-step marketing planning system<br/>23. Conclusion: guidelines from the authors on world class marketing |
| 600 ## - SUBJECT ADDED ENTRY--PERSONAL NAME | |
| Personal name | Marketing - Management |
| 9 (RLIN) | 25222 |
| 600 ## - SUBJECT ADDED ENTRY--PERSONAL NAME | |
| Personal name | Marketing - Planning |
| 9 (RLIN) | 25223 |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Wilson, Hugh |
| 9 (RLIN) | 23138 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Item type | Book |
| Call number prefix | 658.802 |
| Call number suffix | MCD |
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