Marketing plans profitable strategies in the digital age
"This book is in its 8th edition and has sold thousands of copies over many years The topic of marketing planning is on every curriculum in the world and this is the accepted, standard text on the topic. New world leading material on customer experience management drawing on several years resea...
| Otros Autores: | , , |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Newark :
John Wiley & Sons, Incorporated
2024.
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| Edición: | 9th ed |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009828026506719 |
Tabla de Contenidos:
- Part 1. The marketing planning process and the output. Understanding the marketing process ; The marketing planning process : the main steps ; The customer and market audit part 1 : Understanding markets and market segmentation ; The customer and market audit part 2 : Understanding customer needs and developing value propositions ; The customer and market audit part 3 : The product audit ; Setting market objectives and strategies
- Part 2. The major elements of marketing. The integrated marketing communications plan ; The sales and key account plan ; The omnichannel plan : the route to market ; The customer relationship managing plan ; The pricing plan
- Part 3. Marketing plans measurement and implementation. Implementation issues in marketing planning ; Measuring the effectiveness of marketing planning ; A step-by-step marketing planning system
- Conclusion : guidelines from the authors on world class marketing
- Marketing Planning : Yes, it really works! Experiences from the real world.
