ean 9780470669976 temática MARKETING edición 7ª año Publicación 2011 idioma INGLÉS editorial WILEY páginas 592 formato RÚSTICA 44,03 €    PEDIR   NOVEDAD

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Now in its 7th 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 paid to the latest developments in marketing. There are substantial new sections on CRM, the internet, future market mapping, integrated marketing and distribution strategies and other technology-driven impacts in the marketing domain. Marketing Plans is designed as a tool, user-friendly learning resource. Careful use of layout and colour ensures the test has maximum clarity, and the list of learning features includes: • Key Concepts • Crucial terms • Examples • Headlines • Marketing Insights • Case Studies • Exercises The book is established as essential reading for all serious professional marketers and students of marketing, both undergraduates and those on professional courses for CIM and CAM. Above all it provides a practical, hands-on approach for implementing every single concept included in the text. ‘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 writes clearly about what to do in marketing and how to do it. Unlike many academic marketing writers, he will never let you forget that marketing ends with -ing.’ Kenneth Simmonds, Professor of Marketing and International Business, London Business School ‘It is clearly and powerfully written and it 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 Malcolm McDonald is clearly one of the most respected Professors of Marketing in Europe and the author of a number of outstanding books. The fact that Marketing Plans has been such a massive seller offers testimony of this. McDonald writes with clarity and insight that is becoming increasingly rare today. It is powerful, up to date and has proved that it works. I commend it to you!’ John D. Ryans, Jr, Bridgestone Professor of International Business and Professor of International Marketing, Kent State University, Ohio

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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 Chapter 1 Understanding the Marketing Process Chapter 2 The Marketing Planning Process: 1 The Main Steps Chapter 3 The Marketing Planning Process: 2 Removing the Myths Chapter 4 Completing the Marketing Audit: 1 The Customer and Market Audit Chapter 5 Completing the Marketing Audit: 2 The Product Audit Chapter 6 Setting Marketing Objectives and Strategies Chapter 7 The Integrated Marketing Communications Plan Chapter 8 The Sales Plan Chapter 9 The Pricing Plan Chapter 10 The Multichannel Plan: The Route to Market Chapter 11 The Customer Relationship Management Plan Chapter 12 Implementation Issues in Marketing Planning Chapter 13 Measuring the Effectiveness of Marketing Planning Chapter 14 A Step-by-Step Marketing Planning System Index