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Malcolm McDonald on Marketing Planning

Understanding Marketing Plans and Strategy

Benefit from clear and concise guidance to the benefits of rigorous marketing planning, demonstrating how to produce a marketing plan which works in the real world.
EAN: 9780749478216
Edition: 2
Published:
Format: 233x157
192 pages

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. Focusing 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.
Online resources include multiple templates as a practical toolkit for marketing planning.

About the authors

Professor Malcolm McDonald is a global 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 consulted many major companies in strategic marketing and is Chairman of numerous companies for some of the world's leading multinationals. He has written more than 40 books including the best-selling Marketing Plans: How to prepare them, how to use them.

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