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Malcolm McDonald on Marketing Planning Malcolm McDonald

Malcolm McDonald on Marketing Planning By Malcolm McDonald

Malcolm McDonald on Marketing Planning by Malcolm McDonald


Condition - Very Good
Out of stock

Summary

The essentials of marketing plans and the strategic marketing planning process including, defining markets and segments, setting marketing objectives and strategies, advertising and sales promotion strategies, and price and sales strategies.

Malcolm McDonald on Marketing Planning Summary

Malcolm McDonald on Marketing Planning: Understanding Marketing Plans and Strategy by Malcolm McDonald

As a busy marketing professional or student, you'll find that this information-crammed guide to marketing planning is perfect for you. Snappy and succinct, Malcolm McDonald on Marketing Planning will help you appreciate the benefits of rigorous marketing planning and will guide you through the production of a marketing plan made to work in the real world. With the emphasis on practicality, this book covers the essentials of marketing planning and the strategic marketing process. Key content includes: defining markets and segments, setting marketing objectives and strategies, advertising and sales promotion strategies, and price and sales strategies. With test questions at the end of each chapter to aid understanding, this really is the essential guide to marketing planning. Written by the world-class authority on marketing plans, this book is perfect for any busy marketing professional who needs a short, sharp revision of their planning skills, or a handy guide to put their plans on the right track straight away.

Malcolm McDonald on Marketing Planning Reviews

High on practical information. Marketing Business Takes us through the entire process, starting with the fit of marketing planning with corporate planning, marketing audit and formulation of strategy through to development and implementation of the plan. Professional Marketing A high-speed, systematic guide to producing effective marketing plans from planning to process to outputs, and it really delivers. Arts Professional A useful reminder for us all and includes helpful advice such as identifying the difference between the marketing strategy (long term) and tactics (short term). Enterprise 4 Enfield A book for busy managers who want to remind themselves of the shape and character of the marketing plans and who are thinking of taking action. Approachable, practical, no-nonsense, unpatronising, and interactive. Library Review, 2008 Covers marketing planning for managers and students, with the basics on each part of the strategic marketing process. Book News, Library Publication - USA, Spring 2008

About Malcolm McDonald

Professor Malcolm McDonald enjoys a global reputation as a leading authority on marketing. He was until recently Professor of Marketing and Deputy Director at Cranfield University School of Management, and is now Emeritus Professor at the university as well as being Honorary Professor at Warwick Business School. Malcolm is Chairman of six companies and works with the operating boards of some of the world's leading multinationals. He has written over 40 books including the best-selling Marketing Plans: How to Prepare them; how to use them and more than 100 articles and papers.

Table of Contents

    • Chapter - 00: Introduction;
    • Chapter - 01: Understanding marketing planning;
    • Chapter - 02: How marketing planning fits with corporate planning;
    • Chapter - 03: The strategic marketing planning process and the marketing plan;
    • Chapter - 04: Defining markets and segments prior to planning;
    • Chapter - 05: Understanding products and services prior to planning;
    • Chapter - 06: Setting marketing objectives and strategies;
    • Chapter - 07: Advertising and sales promotion strategies;
    • Chapter - 08: Sales strategies;
    • Chapter - 09: Price strategies;
    • Chapter - 10: Place (distribution and customer service) strategies;
    • Chapter - 11: Information and organization;
    • Chapter - 12: Making marketing planning work;
    • Chapter - 13: Next steps...

Additional information

GOR001670845
9780749451493
0749451491
Malcolm McDonald on Marketing Planning: Understanding Marketing Plans and Strategy by Malcolm McDonald
Used - Very Good
Paperback
Kogan Page Ltd
20071103
208
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - Malcolm McDonald on Marketing Planning