{"product_id":"marketing-plans-profitable-strategies-in-the-digital-age-paperback-softback-9781394177103","title":"Marketing Plans; Profitable Strategies in the Digital Age (Paperback \/ softback) 9781394177103","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eMarketing Plans\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eProfitable Strategies in the Digital Age\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eMalcolm McDonald (Author), Hugh Wilson (Author), Dave Chaffey (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781394177103, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003ePaperback \/ softback, published 21 March 2024\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e656 pages\u003cbr\u003e24.6 x 19 x 3.6 cm, 1.452 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cp\u003e\u003cb\u003eThe latest edition of the leading and internationally bestselling text on marketing planning\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn the newly revised ninth edition of \u003ci\u003eMarketing Plans\u003c\/i\u003e, a team of renowned marketing strategists and professors delivers a fully updated version of the gold standard in marketing planning textbooks. The book contains a proven, start-to-finish approach to planning your firm’s marketing and is complemented by brand-new content on digital marketing and sustainable marketing.\u003c\/p\u003e \u003cp\u003eThe authors have also included best-practice guidance on omnichannel management, integrated marketing communications, key account management, and customer experience management. The book provides:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eA best-practice, step-by-step process for coordinating marketing strategy and planning\u003c\/li\u003e \u003cli\u003eMethods to create powerful, differentiated value propositions\u003c\/li\u003e \u003cli\u003eTools to prioritise marketing efforts on segments and strategies that will deliver the greatest returns in growth and profits\u003c\/li\u003e \u003cli\u003eLessons from the leaders on how to embed world-class marketing within the organisation.\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003ePerfect for students and executives alike in marketing, sales, strategy, and general management, \u003ci\u003eMarketing Plans\u003c\/i\u003e, 9th edition remains the world’s leading resource on the critical topic of marketing strategy and planning.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003ePreface and Acknowledgements vi\u003c\/p\u003e \u003cp\u003eHow to Use This Book to Achieve the Best Results viii\u003c\/p\u003e \u003cp\u003eLearning Features x\u003c\/p\u003e \u003cp\u003eAn Important Note to the Reader from the Authors xii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart One The Marketing Planning Process and the Output 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1 Understanding the Marketing Process 3\u003c\/p\u003e \u003cp\u003eChapter 2 The Marketing Planning Process: The Main Steps 41\u003c\/p\u003e \u003cp\u003eChapter 3 The Customer and Market Audit Part 1: Understanding Markets and Market Segmentation 81\u003c\/p\u003e \u003cp\u003eChapter 4 The Customer and Market Audit Part 2: Understanding Customer Needs and Developing Value Propositions 135\u003c\/p\u003e \u003cp\u003eChapter 5 The Customer and Market Audit Part 3: The Product Audit 163\u003c\/p\u003e \u003cp\u003eChapter 6 Setting Marketing Objectives and Strategies 219\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Two The Major Elements of Marketing 265\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 7 The Integrated Marketing Communications Plan 267\u003c\/p\u003e \u003cp\u003eChapter 8 The Sales and Key Account Plan 327\u003c\/p\u003e \u003cp\u003eChapter 9 The Omnichannel Plan: The Route to Market 371\u003c\/p\u003e \u003cp\u003eChapter 10 The Customer Relationship Management Plan 413\u003c\/p\u003e \u003cp\u003eChapter 11 The Pricing Plan 451\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Three Marketing Plans Measurement and Implementation 481\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 12 Implementation Issues in Marketing Planning 483\u003c\/p\u003e \u003cp\u003eChapter 13 Measuring the Effectiveness of Marketing Planning 537\u003c\/p\u003e \u003cp\u003eChapter 14 A Step-by-Step Marketing Planning System 561\u003c\/p\u003e \u003cp\u003eConclusion: Guidelines from the Authors on World-Class Marketing 597\u003c\/p\u003e \u003cp\u003eMarketing Planning: Yes, it really works! Experiences from the real world 601\u003c\/p\u003e \u003cp\u003eIndex 615\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52453577031960,"sku":"9781394177103","price":26.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781394177103.jpg?v=1785286979","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/marketing-plans-profitable-strategies-in-the-digital-age-paperback-softback-9781394177103","provider":"Freshly Printed Books","version":"1.0","type":"link"}