- Paperback: 490 pages
- Publisher: Heinemann Educational Publishers; 4th Revised edition edition (30 April 1999)
- Language English
- ISBN-10: 0750641169
- ISBN-13: 978-0750641166
- Product Dimensions: 24.2 x 18.6 x 3.8 cm
- Average Customer Review: 4.7 out of 5 stars See all reviews (7 customer reviews)
- Amazon Bestsellers Rank: 531,117 in Books (See Top 100 in Books)
- See Complete Table of Contents
Marketing Plans: How to Prepare Them, How to Use Them
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Product Description
Amazon.co.uk 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
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.
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First Sentence
In 1776, when Adam Smith said that consumption is the sole end and purpose of production, he was in fact describing what in recent years has become known as the marketing concept. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
In 1776, when Adam Smith said that consumption is the sole end and purpose of production, he was in fact describing what in recent years has become known as the marketing concept. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews
Most Helpful Customer Reviews
4 of 4 people found the following review helpful
Format:Paperback
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.
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.
23 of 28 people found the following review helpful
Format:Paperback
AWESOME, now that's more like it!
I read this book, and it took me quite a long time to get through it. Not that it's hard to read, but because this books handles about topics that we marketeers come across every day. So we can put this book to the test.
It's a perfect guideline for those amongst us that need to keep a broad vision on the what's marketing all about, and how we need to work to get to a "perfect" (impossible) marketingplan.
Impossible? Maybe not anymore - ??? This is something you need to check out for yourself.
I recommend it.
1 of 1 people found the following review helpful
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.
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Most Recent Customer Reviews
Great book!
I recommend it to everyone who wants to revisit marketing basics and freshen up the theory behind the things marketers deal with every day. Read more
Published 13 months ago by t99
Excellent manual for both students and practitioners!
I decided to get this book as soon as possible, after attending prof. McDonald's presentation earlier this year in Lugano (one of the best presentations/lectures I've ever... Read more
Published 13 months ago by NikoMar
Great resource for understanding the strategic marketing planning...
Feel like your organisation has lost focus and is spending the scarce marketing resources indiscriminetly? Read more
Published 14 months ago by Inga
MBA Marketing
The book was good value and in perfect condition, I couldn't ask for more. It arrive quickly which was important for me.
Published 15 months ago by sue73
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