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Innovation and Best Practice
for Business Success

Established 1967

Malcolm McDonald on Marketing Planning

Malcolm McDonald on Marketing Planning

Understanding Marketing Plans and Strategy

Malcolm McDonald


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.

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About the book

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.

Table Of Contents

    • Chapter - 1: Let’s get real
    • Chapter - 2: Getting rid of that big managerial nonsense
    • Chapter - 3: Understand the real meaning of customer value
    • Chapter - 4: A very practical way to begin planning a profitable future
    • Chapter - 5: Market Segmentation – crucial to understanding your market and how it works
    • Chapter - 6: What do our customers want?
    • Chapter - 7: How to set marketing objectives
    • Chapter - 8: How to set marketing strategies
    • Chapter - 9: A step-by-step strategic planning system
    • Chapter - 10: How to deal with adversity

Book Details

  • EAN: 9780749478216
  • Edition: 2
  • Published: 3rd November 2016
  • Paperback
  • Dimensions: 234x156
  • 192 pages

About the Author

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.

Malcolm McDonald