| 紀錄類型: |
書目-語言資料,印刷品
: 單行本
|
| 副題名: |
how to prepare them, how to profit from them |
| 作者: |
McDonaldMalcolm, |
| 合作者: |
WilsonHugh, 1962- |
| 出版地: |
Hoboken |
| 出版者: |
Wiley; |
| 出版年: |
2016 |
| 版本: |
8th ed. |
| 面頁冊數: |
xv, 624 p. col. ill. : 25 cm.; |
| 標題: |
Marketing - Planning - |
| 標題: |
Marketing - Management - |
| 附註: |
Revised edition of the authors' Marketing plans, 2011 |
| ISBN: |
978-1-119-21713-8pbk. |
| 內容註: |
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 |