Marketing Plans: How to Prepare Them, How to Use Them / Edition 7

Marketing Plans: How to Prepare Them, How to Use Them / Edition 7

by Malcolm McDonald, Hugh Wilson
     
 

MARKETING PLANS Seventh Edition is packed with full pedagogical features:

Summary: Each chapter begins with bullet points which highlight the main features and learning to be covered.

Key Concepts: Principal marketing ideas and themes are highlighted as snapshots throughout the text.

Crucial Terms: Concise definitions of

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Overview

MARKETING PLANS Seventh Edition is packed with full pedagogical features:

Summary: Each chapter begins with bullet points which highlight the main features and learning to be covered.

Key Concepts: Principal marketing ideas and themes are highlighted as snapshots throughout the text.

Crucial Terms: Concise definitions of important terms and vocabulary are provided in the margin to allow for a smoother, easier reading of the text.

Examples: Provide additional illustrative marketing accounts to contextualize learning.

Marketing Insights: Real-life marketing anecdotes contextualize learning.

Headlines: Highlights taken from the text as marginalized notes bring important points to the attention of the reader.

Case Studies: In-depth studies of marketing experiences show how the theories work in real-world companies.

Application Questions: These appear at the end of each chapter and relate the theory to practice by asking the reader to apply the theory to real-life situations.

Chapter Review: Condenses the main themes of the chapter and directs the reader to relevant exercises for each topic for them to try.

Exercises: These appear at the end of each chapter and are preceded by a brief introduction which informs the reader of the issues and concepts they will find within each exercise. Each exercise helps the reader to translate the theory into practice and reinforces the learning gained from each chapter. Many exercise also end with an ‘interpretation' to guide the reader in their workings.

Tutor and Student Support: Tutor and student support sites for using Marketing Plans 7th Edition for teaching and learning can be found at: www.marketingplansbook.com

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Product Details

ISBN-13:
9780470669976
Publisher:
Wiley
Publication date:
04/19/2011
Pages:
592
Sales rank:
912,183
Product dimensions:
9.50(w) x 7.22(h) x 1.19(d)

Related Subjects

Table of Contents

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.

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