{"product_id":"marketing-plans-isbn-9781394177103","title":"Marketing Plans","description":"\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 \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  \u003cp\u003e\u003cb\u003eMalcolm McDonald\u003c\/b\u003e is Emeritus Professor of Marketing and former Deputy Director of Cranfield School of Management. He has worked with the operating boards of many of the world’s multinational companies such as IBM, Xerox and BP.  \u003c\/p\u003e\u003cp\u003e\u003cb\u003eHugh Wilson\u003c\/b\u003e is Professor of Marketing at Warwick Business School. He began his career in technology and marketing roles for IBM, Xerox and NCR. He now works with Unilever, Neste and others on sustainability-related marketing challenges. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eDave Chaffey\u003c\/b\u003e is co-Founder of Smart Insights, an online training service providing advice and alerts on best-practice and industry developments about integrated digital marketing strategy.   \u003c\/p\u003e\u003cp\u003e\u003cb\u003eA fully updated edition of the internationally bestselling resource on marketing planning\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eIn the \u003ci\u003eNinth Edition\u003c\/i\u003e of the bestselling \u003ci\u003eMarketing Plans,\u003c\/i\u003e a team of celebrated marketing strategists and educators delivers a fully up-to-date version of the leading marketing planning textbook, integrating the latest digital marketing trends. In the book, you’ll find a proven, start-to-finish approach to planning your firm’s marketing, complete with brand-new content on digital and sustainable marketing.  \u003c\/p\u003e\u003cp\u003eThe authors include best-practice guidance on omnichannel management, integrated marketing communications, key account management, and customer relationship management. They also provide a step-by-step process for developing marketing strategy, including methods to create powerful, differentiated value propositions. You’ll discover how to prioritise marketing efforts on the segments and strategies that deliver the greatest returns, while learning from industry leaders on how to embed world-class marketing within your organisation.  \u003c\/p\u003e\u003cp\u003e\u003ci\u003eMarketing Plans\u003c\/i\u003e,\u003ci\u003e Ninth Edition\u003c\/i\u003e remains an essential resource for aspiring and practising professionals working in marketing, sales, strategy, and general management.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989575975141,"sku":"NP9781394177103","price":50.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781394177103.jpg?v=1761784663","url":"https:\/\/k12savings.com\/es\/products\/marketing-plans-isbn-9781394177103","provider":"K12savings","version":"1.0","type":"link"}