Marketing Plans

Profitable Strategies in the Digital Age

AvMalcolm McDonald,Hugh Wilson

Häftad, Engelska, 2024

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Beskrivning

The latest edition of the leading and internationally bestselling text on marketing planningIn 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 planningMethods to create powerful, differentiated value propositionsTools to prioritise marketing efforts on segments and strategies that will deliver the greatest returns in growth and profitsLessons 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.

Produktinformation

Utgivningsdatum:2024-03-21
Mått:191 x 246 x 36 mm
Vikt:1 452 g
Format:Häftad
Språk:Engelska
Antal sidor:656
Upplaga:9
Förlag:John Wiley & Sons Inc
ISBN:9781394177103

Utforska kategorier

Försäljning och marknadsföring inom Ekonomi och Ledarskap

Mer om författaren

Malcolm McDonald is Emeritus Professor of Marketing and former Deputy Director of Cranfield School of Management. He has worked with the operating boards of many of the world’s multinational companies such as IBM, Xerox and BP. Hugh Wilson is Professor of Marketing at Warwick Business School. He began his career in technology and marketing roles for IBM, Xerox and NCR. He now works with Unilever, Neste and others on sustainability-related marketing challenges. Dave Chaffey is co-Founder of Smart Insights, an online training service providing advice and alerts on best-practice and industry developments about integrated digital marketing strategy.

Innehållsförteckning

Preface and Acknowledgements viHow to Use This Book to Achieve the Best Results viiiLearning Features xAn Important Note to the Reader from the Authors xiiPart One The Marketing Planning Process and the Output 1Chapter 1 Understanding the Marketing Process 3Chapter 2 The Marketing Planning Process: The Main Steps 41Chapter 3 The Customer and Market Audit Part 1: Understanding Markets and Market Segmentation 81Chapter 4 The Customer and Market Audit Part 2: Understanding Customer Needs and Developing Value Propositions 135Chapter 5 The Customer and Market Audit Part 3: The Product Audit 163Chapter 6 Setting Marketing Objectives and Strategies 219Part Two The Major Elements of Marketing 265Chapter 7 The Integrated Marketing Communications Plan 267Chapter 8 The Sales and Key Account Plan 327Chapter 9 The Omnichannel Plan: The Route to Market 371Chapter 10 The Customer Relationship Management Plan 413Chapter 11 The Pricing Plan 451Part Three Marketing Plans Measurement and Implementation 481Chapter 12 Implementation Issues in Marketing Planning 483Chapter 13 Measuring the Effectiveness of Marketing Planning 537Chapter 14 A Step-by-Step Marketing Planning System 561Conclusion: Guidelines from the Authors on World-Class Marketing 597Marketing Planning: Yes, it really works! Experiences from the real world 601Index 615