by Malcolm McDonald
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by David Meerman Scott
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Malcolm McDonald on Marketing Planning: Understanding Marketing Plans and Strategy by Malcolm McDonald |
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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.
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.
Product Description
Now in its 5th edition, "Marketing Plans" is a highly renowned international bestseller. The book has been thoroughly revised throughout, and every chapter has been carefully updated with special attention paid to the latest developments in e-marketing, CRM and new planning practices. "Marketing Plans" is designed as a total, user friendly learning resource. Careful use of layout and colour ensures the text has maximum clarity, and the list of learning features includes: Key Concepts; Crucial Terms; Examples; Headlines; Marketing Insights; Case Studies; and Exercises. The book is established as essential reading for all serious professional marketers and students of marketing, both undergraduates and those on professional courses for CIM and CAM. Above all, it provides a practical, hands-on approach for implementing every single concept included in the text. An international marketing bestseller, it is a practical step-by-step guide to marketing planning. It is thoroughly revised, with special attention paid to the latest developments in e-marketing, CRM and new planning practices.
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Inside This Book
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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
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
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