Malcolm McDonald on Marketing Planning by Malcolm Mcdonald

Malcolm McDonald on Marketing Planning 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.

"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

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.

SKU	Nicht verfügbar
ISBN 13	9780749451493
ISBN 10	0749451491
Titel	Malcolm McDonald on Marketing Planning
Autor	Malcolm Mcdonald
Buchzustand	Nicht verfügbar
Bindungsart	Paperback
Verlag	Kogan Page Ltd
Erscheinungsjahr	2007-11-03
Seitenanzahl	208
Hinweis auf dem Einband	Die Abbildung des Buches dient nur Illustrationszwecken, die tatsächliche Bindung, das Cover und die Auflage können sich davon unterscheiden.