Provides clear and concise guidance to the benefits of rigorous marketing planning, and shows how to produce a marketing plan which works in the real world.
A primer for marketing professionals and students, the second edition of Malcolm McDonald on Marketing Planning provides a clear guide to marketing planning. Focussing on the practical application of marketing planning this book will guide readers through the production of a marketing plan that has real world application. Key content includes defining markets and segments, setting marketing objectives and strategies, advertising and sales promotion strategies, and price and sales strategies.
With an emphasis on practicality this fully revised second edition has been thoroughly overhauled to contain new content on the essentials of marketing planning and the strategic marketing process.
Once again Professor McDonald has captured the essence of world class marketing planning which is applicable to both the SME and the MNC. His razor sharp focus looks at markets based on the needs of customers and identifying profitable market segments, which whilst logically intuitive, requires a mind-set shift for companies who often focus on forecasts and budgets first in their planning. He takes the reader through a step-by-step process to make these changes in approaching real market understanding and planning to capture value. Highly readable and practical!
Siobhan McAleer, Commercial Director, Irish Management Institute
This book is essential reading for all small businesses wanting to write a marketing plan that works effectively across your organisation, achieves growth and maximises commercial profits. For the last 20 years, I have worked with SMEs and Venture Capitalists, created and sold companies, and now specialise in supporting small enterprises with a marketing strategy that is measured and delivers exceptional return on investment. This book will save business owners consultancy fees (and allow them to ask suppliers the right questions), as well as help marketing agencies and marketers deliver significantly beyond their existing performance.
Kelvin Golding FCIM, Chartered Institute of Marketing Small Business Ambassador and Regional Chairman
This excellent book clearly describes how to create winning strategies. As an owner and manager of an SME who has attended Malcolm's classes and worked with him delivering programmes, I can vouch it works. Major profitable growth can be achieved in a short period leaving competitors in your wash. This is a must read for any owners or managers serious on business growth.
Stewart Barnes, Managing Director, Quolux
A helpful, useful and information-packed, extensively revised second edition of this practical guide to marketing planning. Whether you are working on advertising, sales promotion or other elements within the marketing fold, you will get something out of this book!
Darren Ingram, Journalist, Editor & Consultant, Darren Ingram Media
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 an Emeritus Professor at the University as well as being an Honorary Professor at Warwick Business School and Academic Advisor at the Oxford College of Marketing. He has been consultant to many major companies from the United Kingdom, Europe, USA, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability. Malcolm is also Chairman of numerous companies and works with the operating boards of some of the world's leading multinationals on all continents. He has written more than 40 books including the best-selling Marketing Plans: How to prepare them, how to use them.
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