Marketing Plans: How to Prepare Them, How to Use Them and over 2 million other books are available for Amazon Kindle . Learn more


or
Sign in to turn on 1-Click ordering.
Trade in Yours
For a 8.00 Gift Card
Trade in
More Buying Choices
Have one to sell? Sell yours here
Sorry, this item is not available in
Image not available for
Colour:
Image not available

 
Start reading Marketing Plans: How to Prepare Them, How to Use Them on your Kindle in under a minute.

Don't have a Kindle? Get your Kindle here, or download a FREE Kindle Reading App.

Marketing Plans: How to Prepare Them, How to Use Them [Paperback]

Malcolm McDonald , Hugh Wilson
4.5 out of 5 stars  See all reviews (6 customer reviews)
RRP: 36.99
Price: 22.93 & FREE Delivery in the UK. Details
You Save: 14.06 (38%)
o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o
In stock.
Dispatched from and sold by Amazon. Gift-wrap available.
Want it Tuesday, 22 April? Choose Express delivery at checkout. Details

Formats

Amazon Price New from Used from
Kindle Edition 19.49  
Paperback 22.93  
Amazon.co.uk Trade-In Store
Did you know you can use your mobile to trade in your unwanted books for an Amazon.co.uk Gift Card to spend on the things you want? Visit the Books Trade-In Store for more details or check out the Trade-In Amazon Mobile App Guidelines on how to trade in using a smartphone. Learn more.

Book Description

18 Feb 2011
Now in its 7 th 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 Marketing Plans is designed as a tool and a user–friendly learning, resource. Every point illustrated by powerful practical examples and made actionable through simple, step–by–step templates and exercises. The book is established as essential reading for all serious professional marketers and students of marketing, from undergraduate and postgraduate to professional courses for bodies such as CIM. Above all it provides a practical, hands–on guide to implementing every single concept included in the text. "It is clearly and powerfully written and is probably the best book on the theory and practice of marketing planning ever written. It is a best–seller in Europe and I strongly recommend the book to anyone with an interest in marketing planning." — Warren J. Keegan, Professor of International Business and Marketing Director, Institute for Global Business Strategy, Pace University, New York "I am extremely impressed by the step lucidity of what is presented." — Dr D. H. Eaton, North Carolina University "A book reaching the quantities sold of Marketing Plans must be a book that is really used. It is not difficult to see why. Malcolm McDonald writes about what to do in marketing and how to do it. Unlike many academic marketing writers, he will never let you forget that marketing ends with –ing." — Kenneth Simmonds, Professor of Marketing and International Business, London Business School "Malcolm McDonald is clearly one of the most respected Professors of Marketing in Europe and the author of a number of outstanding books. The fact that Marketing Plans has been such a massive seller offers testimony of this. McDonald writes with clarity and insight that is becoming increasingly rare today. It is powerful, up to date and has proved that it works. I recommend it to you!" — John D. Ryans, Jr, Bridgestone Professor of International and Professor of International Marketing, Kent State University, Ohio

Frequently Bought Together

Marketing Plans: How to Prepare Them, How to Use Them + Marketing Planning: Strategy, Environment and Context
Buy the selected items together


Product details

  • Paperback: 592 pages
  • Publisher: John Wiley & Sons; 7th Edition edition (18 Feb 2011)
  • Language: English
  • ISBN-10: 0470669977
  • ISBN-13: 978-0470669976
  • Product Dimensions: 24.4 x 18.8 x 3.3 cm
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (6 customer reviews)
  • Amazon Bestsellers Rank: 7,023 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

Amazon Review

In Blackadder, Baldrick's "cunning plan" usually turned out be neither particularly cunning nor indeed planned. In marketing you can't get away with either as effective marketing planning lies at the centre of most companies' "make a buck" schemes.

Malcolm McDonald's book is the bible for anyone charged with the responsibility of preparing and implement a marketing plan. From the organisational issues, timescale and techniques the-"who, when and how"--to the projected outcomes--every part of the "five-year" marketing scheme is examined. In this fourth edition Malcolm McDonald has addressed "new" issues such as key account handling and electronic marketing using the Internet. He has also added a step-by-step marketing planning chapter, what he calls his "fast-track" approach, invaluable if you need to learn the basics in a hurry. The book is very well put together and gets top marks for clear English. There are lots of diagrams, models, case studies and exercises that help you "diagnose" the state of health of your company's current marketing approach. Chapters begin with a summary and end with a review, so all the choicest bits of information are easily digestible. Marketing Plans follows a logical approach and takes the student through a sequence of activities, giving a clear set of objectives and the means to achieve them. --Kristen Bowditch --This text refers to an out of print or unavailable edition of this title.

Review

"It is clearly and powerfully written and is probably the best book on the theory and practice of marketing planning ever written." Warren J. Keegan, Professor of International Business and Marketing Director, Institute for Global Business Strategy, Pace University, New York --This text refers to an out of print or unavailable edition of this title.

Inside This Book (Learn More)
Browse Sample Pages
Front Cover | Copyright | Table of Contents | Excerpt | Index
Search inside this book:

What Other Items Do Customers Buy After Viewing This Item?


Customer Reviews

3 star
0
2 star
0
1 star
0
4.5 out of 5 stars
4.5 out of 5 stars
Most Helpful Customer Reviews
1 of 1 people found the following review helpful
5.0 out of 5 stars Good book! 23 Oct 2011
By Kat
Format:Paperback
This book is very interesting and helpful, especially for marketing students but also for business students. The delivery was fast and without any problems.
Comment | 
Was this review helpful to you?
1 of 1 people found the following review helpful
By Inga
Format:Paperback
Feel like your organisation has lost focus and is spending the scarce marketing resources indiscriminetly? Not sure what markets you're playing in, who your cometitors are or how to sustain competitive advantage? Perhaps you're not sure what your distinctive offerings are or, indeed, if they are distinct? If any of the above seem familiar, this book is a great resource to help you ask a helpful set of questions to define a medium term marketing strategic plan (3-5 years) and help you plan for the short term, ie the next year.
Comment | 
Was this review helpful to you?
4.0 out of 5 stars Helpful for CIM Marketing Diploma 7 Jun 2013
By Laura
Format:Paperback|Verified Purchase
Useful points if your doing the CIM Professional Marketing Diploma. Also useful if you just work in marketing and need tips on creating a marketing plan for your business.
Comment | 
Was this review helpful to you?
Would you like to see more reviews about this item?
Were these reviews helpful?   Let us know
ARRAY(0xb156424c)

Customer Discussions

This product's forum
Discussion Replies Latest Post
No discussions yet

Ask questions, Share opinions, Gain insight
Start a new discussion
Topic:
First post:
Prompts for sign-in
 

Search Customer Discussions
Search all Amazon discussions
   


Look for similar items by category


Feedback