"A high-speed, systematic guide to producing effective marketing plans from planning to process to outputs, and it really delivers." -- Arts Professional, May 2005
"Includes helpful advice such as identifying the difference between the marketing strategy (long term) and tactics (short term)". -- Enterprise 4 Enfield, June 2005
“A very comprehensive survey of all the key ideas.” -- Argent: the Journal of the Financial Services Forum
“Short on theory and high on applicable, practical information.” -- Marketing Business
'Fast moving, concise, and provocative, this short text encourages the sort of approach to marketing that is seriously lacking...' -- Construction Marketer, June 2002
From the Back Cover
Brilliant people love to be challenged. Thats why youre attracted to this book. But behind all that brilliance, theres something bothering you. Your marketing plans look good but are not quite hitting the spot. They seem to fall short of their objectives
Sound familiar? Want to know where youre going wrong? Want to deliver marketing plans that deliver results? Then you need this book.
But dont expect an easy ride. Malcolm McDonalds guide is fast-paced and provocative, yet highly disciplined in its approach. You wont find here platitudes and quick-fix solutions. What you will find is a series of challenging, systematic tests and exercises that will enable you to analyse why your marketing plans arent working and what you have to do to ensure they do. Stay on board and youll find out everything you need to know about:
how marketing planning fits with corporate planning;
what the marketing planning process should involve;
defining markets and segments prior to planning;
what its output the plan should contain;
setting marketing objectives and strategies;
strategies for sales, advertising, pricing, sales promotion, distribution and customer service;
making marketing planning work.
This little book is an invaluable distillation of all Malcolm McDonalds unique knowledge, experience and expertise. Use it wisely and see how marketing planning can really pay off for your company.