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Malcolm McDonald on Marketing Planning: Understanding Marketing Plans and Strategy
A primer for marketing professionals and students, the second edition of Malcolm McDonald On Marketing Planning provides...
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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.
Author: Malcolm McDonald
Publisher: Kogan Page
Published: 11/29/2016
Pages: 192
Binding Type: Paperback
Weight: 0.61lbs
Size: 9.21h x 6.14w x 0.41d
ISBN: 9780749478216
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.
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