The author distils the essence of marketing for the busy marketing manager. Packed with relevant examples, the book covers all the key concepts and analytical techniques. In this practical approach to marketing planning, McDonald encapsulates the key marketing planning concepts, the significant analytical techniques and a wide range of examples to present a concise but comprehensive book. This book is particularly suitable for experienced marketing managers and marketing directors with no formal management qualification. It will also appeal to postgraduate and undergraduate management students with a marketing option, or CIM Diploma students seeking a non-theoretical approach to marketing planning. Malcolm McDonald has extensive industrial experience, including a number of years as Marketing Director of Canada Dry. During the past ten years he has run a series of successful seminars and workshops on marketing planning in the UK, Europe, the Far East, Australasia and the USA. He has written ten books on marketing and many of his papers have been published. He is editor of International Marketing Review.