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

Book Jacket
First published in 1984, Marketing Plans is now an international best seller. In this thoroughly updated fourth edition, McDonald has brought Marketing Plans: How to Prepare Them, How to Use Them, into the 21st century by including new material on key growth areas such as key account management and electronic marketing. Marketing Plans has been totally redesigned as a complete, user-friendly learning package to include a brand new two-colour internal design and the following learning features: key concepts, crucial terms, examples, headlines, marketing insights, case studies and exercises. Marketing Plans is essential reading for marketers, executives and students studying for CIM and CAM exams who will find the application of basic marketing principles to sound business practice invaluable.

Reviews

"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 clearly 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.

"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-by-step lucidity of what is presented." --Dr D. H. Eaton, North Carolina University.

"Malcolm McDonald is clearly one of the most respected Professors of Marketing in Europe and author of a number of outstanding books. The fact that Marketing Plans has been such a massive seller offers testimony to 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 commend it to you!" --John D. Ryans, Jr, Bridgestone Professor of International Business and Professor of International Marketing, Kent State University, Ohio.

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