Marketing Plans: How To Prepare Them, How To Use Them
EN
Business & Economics 4 years ago 1803
Description
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 to the latest developments in marketing. To accomplish this, Professor Malcolm McDonald has been joined in this edition by Professor Hugh Wilson, a leading expert on CRM and multichannel strategy as well as marketing planning.
Major changes to this edition include new chapters based on the very latest research on:
Planning for integrated marketing communications and digital marketing
Developing multichannel strategy
Developing the CRM plan
Marketing effectiveness and accountability
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