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Marketing Plans : How to Prepare Them, How to Profit from Them by Malcolm McDonald and Hugh Wilson (2016, Trade Paperback)

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About this product

Product Identifiers

PublisherWiley & Sons, Incorporated, John

ISBN-10111921713X

ISBN-139781119217138

eBay Product ID (ePID)6038691775

Product Key Features

Number of Pages640 Pages

Publication NameMarketing Plans : How to Prepare Them, How to Profit from Them

LanguageEnglish

Publication Year2016

SubjectMarketing / General

TypeTextbook

Subject AreaBusiness & Economics

AuthorMalcolm McDonald, Hugh Wilson

FormatTrade Paperback

Dimensions

Item Height1.3 in

Item Weight53.7 Oz

Item Length9.5 in

Item Width7.5 in

Additional Product Features

Edition Number8

Intended AudienceScholarly & Professional

LCCN2016-022150

Dewey Edition23

IllustratedYes

Dewey Decimal658.802

Table Of ContentPreface and Acknowledgements vi How to Use This Book to Achieve the Best Results viii Learning Features x Tutors' Guide xii An Important Note to the Reader From the Authors xiii Part One The Marketing Planning Process and the Output 1 Chapter 1 Understanding the Marketing Process 3 Chapter 2 The Marketing Planning Process: The Main Steps 39 Chapter 3 The Customer and Market Audit Part 1: Understanding Markets and Market Segmentation 77 Chapter 4 The Customer and Market Audit Part 2: Understanding Customer Needs and Developing Value Propositions 139 Chapter 5 The Customer and Market Audit Part 3: The Product Audit 165 Chapter 6 Setting Marketing Objectives and Strategies 227 Part Two The Major Elements of Marketing 273 Chapter 7 The Integrated Marketing Communications Plan 275 Chapter 8 The Sales and Key Account Plan 327 Chapter 9 The Multichannel Plan: The Route to Market 371 Chapter 10 The Customer Relationship Management Plan 417 Chapter 11 The Pricing Plan 451 Part Three Marketing Plans Measurement and Implementation 483 Chapter 12 Implementation Issues in Marketing Planning 485 Chapter 13 Measuring the Effectiveness of Marketing Planning 537 Chapter 14 A Step-by-Step Marketing Planning System 561 Conclusion: Guidelines from the authors on world-class marketing 599 Marketing Planning: Yes, it really works! Experiences from the real world 603 Index 615

SynopsisNow in its 8th 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. Major changes to this edition include new chapters based on the very latest research on: Understanding needs and developing value propositions The accelerative impact of digital Marketing planning experiences from the real world. Written by two former directors of multinational companies Marketing Plans is designed as a tool and a user-friendly learning resource. Every point is 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 The Chartered Institute of Marketing. Above all it provides a practical, hands-on guide to implementing every single concept included in the text. For the 8th edition, the authors have teamed up with Market2Win to give you the opportunity to practice the key tools from the book through a strategic marketing game. Market2Win simulations test your skills against other marketers and have been played by thousands of students and executives. At the end of each chapter you will see new exercises that are linked to the game. To find out more, go to www.market2win.com/mp. It is clearly and powerfully written and is probably the best book on the theory and practice of marketing planning ever written. It is a best-seller in Europe and I strongly recommend the book to anyone with an interest in marketing planning. WARREN J. KEEGAN, Professor of International Business and Marketing Director, Institute for Global Business Strategy, Pace University, New York I am extremely impressed by the step-by-step lucidity of what is presented. DR D. H. EATON, North Carolina University A book reaching the quantities sold of Marketing Plans must be a book that is really used. It is not difficult to see why. Malcolm McDonald and Hugh Wilson write about what to do in marketing and how to do it. Unlike many academic marketing writers, they will never let you forget that marketing ends with ing. KENNETH SIMMONDS, Professor of Marketing and International Business, London Business School Malcolm McDonald and Hugh Wilson are clearly two of the most respected Professors of Marketing in Europe and authors of a number of outstanding books. The fact that Marketing Plans has been such a massive seller offers testimony of this. McDonald and Wilson write with clarity and insight that is becoming increasingly rare today. It is powerful, up to date and has proved that it works. I recommend it to you! JOHN D. RYANS, Jr, Bridgestone Professor of International and Professor of International Marketing, Kent State University, Ohio, A fully revised and updated 8th edition of the highly renowned international bestseller The 8th edition of this highly acclaimed bestseller is thoroughly revised with every chapter having been updated with special attention to the latest developments in marketing. 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. New chapters and content include: A 'Does it Work' feature throughout demonstrating examples of real successes using the processes in the book More substantial coverage of consumer behaviour to balance the book's focus with B2B planning Digital techniques and practices brought fully up to date Also includes a comprehensive online Tutors' Guide and Market2Win Simulator for those who teach marketing strategy, A fully revised and updated 8th edition of the highly renowned international bestseller The 8th edition of this highly acclaimed bestseller is thoroughly revised with every chapter having been updated with special attention to the latest developments in marketing.

LC Classification NumberHF5415.13.M255 2016