Marketing Plans: Profitable Strategies in the Digital Age

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A fully updated edition of the internationally bestselling resource on marketing planning In the Ninth Edition of the bestselling Marketing Plans, 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. The 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. Marketing Plans, Ninth Edition remains an essential resource for aspiring and practising professionals working in marketing, sales, strategy, and general management. The latest edition of the leading and internationally bestselling text on marketing planning In the newly revised ninth edition of Marketing Plans, 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. The authors have also included best-practice guidance on omnichannel management, integrated marketing communications, key account management, and customer experience management. The book provides: A best-practice, step-by-step process for coordinating marketing strategy and planning Methods to create powerful, differentiated value propositions Tools to prioritise marketing efforts on segments and strategies that will deliver the greatest returns in growth and profits Lessons from the leaders on how to embed world-class marketing within the organisation. Perfect for students and executives alike in marketing, sales, strategy, and general management, Marketing Plans, 9th edition remains the world’s leading resource on the critical topic of marketing strategy and planning.

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Pagina's: 656, Editie: 9, Paperback, Wiley