A quick-fix guide to marketing for busy practitioners. Malcolm McDonald has pared down the detailed advice in his 500-page text, "Marketing Plans", to give readers a concise introduction to the essentials of what makes a plan work. He sets a challenge for readers to test their own understanding with a series of exercises and looks at the problems of marketing planning and the common obstacles, with advice on how to overcome them. Topics covered include: understanding marketing planning; how marketing planning fits with corporate planning; the marketing planning process and its output - the plan; defining markets and segments prior to planning; understanding products and services; setting marketing objectives and strategies; advertising and sales promotion strategies; sales strategies; pricing strategies; place (distribution and customer service) strategies; information and organization; and making marketing planning work.
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"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
"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. That’s why you’re attracted to this book. But behind all that brilliance, there’s 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 you’re going wrong? Want to deliver marketing plans that deliver results? Then you need this book.
But don’t expect an easy ride. Malcolm McDonald’s guide is fast-paced and provocative, yet highly disciplined in its approach. You won’t 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 aren’t working and what you have to do to ensure they do. Stay on board and you’ll 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 McDonald’s unique knowledge, experience and expertise. Use it wisely and see how marketing planning can really pay off for your company.
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Format:Paperback
The seller provided a used book in good condition - thank you.
The book itself was published in 2002. It provides good basic information and there is nothing wrong with the contents of the book. It is a little dated now, that's all.
The book itself was published in 2002. It provides good basic information and there is nothing wrong with the contents of the book. It is a little dated now, that's all.
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