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Malcolm McDonald on Marketing Planning: Understanding Marketing Plans and Strategy [Paperback]

Malcolm McDonald
5.0 out of 5 stars  See all reviews (1 customer review)
Price: 12.99 & FREE Delivery in the UK. Details
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Book Description

3 Nov 2007

As a busy marketing professional or student, you'll find that this information-crammed guide to marketing planning is perfect for you. Snappy and succinct, Malcolm McDonald on Marketing Planning will help you appreciate the benefits of rigorous marketing planning and will guide you through the production of a marketing plan made to work in the real world.

With the emphasis on practicality, this book covers the essentials of marketing planning and the strategic marketing process. Key content includes: defining markets and segments, setting marketing objectives and strategies, advertising and sales promotion strategies, and price and sales strategies. With test questions at the end of each chapter to aid understanding, this really is the essential guide to marketing planning. Written by the world-class authority on marketing plans, this book is perfect for any busy marketing professional who needs a short, sharp revision of their planning skills, or a handy guide to put their plans on the right track straight away.


Frequently Bought Together

Malcolm McDonald on Marketing Planning: Understanding Marketing Plans and Strategy + Marketing Plans: How to Prepare Them, How to Use Them + Marketing Planning: A Workbook for Marketing Managers
Price For All Three: 75.02

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Product details

  • Paperback: 208 pages
  • Publisher: Kogan Page; Csm Rei edition (3 Nov 2007)
  • Language: English
  • ISBN-10: 0749451491
  • ISBN-13: 978-0749451493
  • Product Dimensions: 1.4 x 17 x 21.6 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 205,695 in Books (See Top 100 in Books)
  • See Complete Table of Contents

More About the Author

Professor Malcolm McDonald enjoys a global reputation as a leading authority on marketing. He was until recently Professor of Marketing and Deputy Director at Cranfield University School of Management, and is now an Emeritus Professor at the University as well as being an Honorary Professor at Warwick Business School. He has been consultant to many major companies from the United Kingdom, Europe, USA, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability. Malcolm is also Chairman of six companies and works with the operating boards of some of the world's leading multinationals on all continents. He has written over 40 books including the best-selling Marketing Plans: How to prepare them, how to use them and Marketing Accountability.

Product Description

Review

"A high-speed, systematic guide to producing effective marketing plans from planning to process to outputs, and it really delivers." -- Arts Professional

"A useful reminder for us all and includes helpful advice such as identifying the difference between the marketing strategy (long term) and tactics (short term)." -- Enterprise 4 Enfield

"Approachable, practical, no-nonsense, unpatronising, and interactive."
-- Library Review

"Covers marketing planning for managers and students, with the basics on each part of the strategic marketing process."
-- Book News, Library Publication - USA, Spring 2008

"High on practical information." -- Marketing Business

"Takes us through the entire process, starting with the fit of marketing planning with corporate planning, marketing audit and formulation of strategy through to development and implementation of the plan." -- Professional Marketing

"an elegantly summarised step by step guide."
-- Professional Marketing, Feb 2008

Book Description

The essentials of marketing plans and the strategic marketing planning process including, defining markets and segments, setting marketing objectives and strategies, advertising and sales promotion strategies, and price and sales strategies.

Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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1 of 1 people found the following review helpful
5.0 out of 5 stars Excellent basic introduction 25 Oct 2011
Format:Paperback|Verified Purchase
Good basic introduction to marketing.

Covers all the elements, in a systematic and very clear way. This helps to get your head around marketing in all its complexity.
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