Marketing plans how to prepare them, how to profit from them
In this text, the process of marketing planning - from initial assessment of a company's business plan to the steps necessary to ensure a company achieves its profit targets - is fully explained.
| Otros Autores: | , |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Hoboken :
Wiley
2016.
|
| Edición: | Eighth ed |
| Colección: | Wiley ebooks.
|
| Acceso en línea: | Conectar con la versión electrónica |
| Ver en Universidad de Navarra: | https://innopac.unav.es/record=b40616344*spi |
Tabla de Contenidos:
- Preface and acknowledgements
- How to use this book to achieve the best results
- Learning features
- Tutor's guide
- An important note to the reader from the authors
- 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 marketing objectives and strategies
- The major elements of marketing
- The integrated marketing communications plan
- The sales and key account plan
- The multichannel plan : the route to market
- The customer relationship management plan
- The pricing plan
- 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
- Index.
