000			01745nam a2200193 4500
008			171004b xxu||||| |||| 00| 0 eng d
020			_a9781119217138
082			_a658.802 _bMCD
100			_aMcDonald, Malcolm _920867
245			_aMarketing Plans: How to Prepare them, How to Profit from them
250			_a8th ed
260			_bJohn Wiley & Sons, Ltd. _c2016 _aChichester
300			_a624p
500			_a1. Preface and acknowledgements 2. How to use this book to achieve the best results 3. Learning features 4. Tutor's guide 5. An important note to the reader from the authors 6. The marketing planning process and the output 7. Understanding the marketing process 8. The marketing planning process : the main steps 9. The customer and market audit part 1: Understanding markets and market segmentation 10. The customer and market audit part 2 : Understanding customer needs and developing value propositions 11. The customer and market audit part 3: The product audit 12. Setting marketing objectives and strategies 13. The major elements of marketing 14. The integrated marketing communications plan 15. The sales and key account plan 16. The multichannel plan : the route to market 17. The customer relationship management plan 18. The pricing plan 19. Marketing plans measurement and implementation 20. Implementation issues in marketing planning 21. Measuring the effectiveness of marketing planning 22. A step-by-step marketing planning system 23. Conclusion: guidelines from the authors on world class marketing
600			_aMarketing - Management _925222
600			_aMarketing - Planning _925223
700			_aWilson, Hugh _923138
942			_2ddc _cLB _k658.802 _mMCD
999			_c109284 _d109284