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on 4 January 2009
This book is the ultimate if you are serious about creating truely strategic marketing plans for your business. It basically gives you all the fundamentals required and takes it so much further, any company big or small can benefit from the knowledge in this book. It has been updated well and questions some of the traditional theories, i.e. features an updated SWOT.

Also, if you read the intro it gives you a bit of a guide on how best to use it, so if you just need to get a breif overview of how to structure a plan you can pick the best chapter/s to read, if you want to go more in depth you can dip in and out of it.

All in all, this is an essential text for marketers, don't bother with Kottler he hasn't done anything good in 15 years.
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on 5 September 2013
I have never read better book about marketing planning. It is really a necessity for every company to do the planning properly and effectively.
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on 16 April 2014
Excellent book and very well explained and easy to understand. Would recommend everyone who wants to understand the process and importance of marketing planning.
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on 31 January 2014
Malcolm Macdonald is a well respected marketing writer, if you need help with your CIM course buy this book but only for that reason.
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on 24 October 2014
The book was in great condition. I was very pleased with My purchase.
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