Malcolm McDonald on Marketing Planning by Malcolm Mcdonald
The essentials of marketing plans and the strategic marketing planning process including, defining markets and segments, setting marketing objectives and strategies, advertising and sales promotion strategies, and price and sales strategies.
"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 | Unavailable |
| ISBN 13 | 9780749451493 |
| ISBN 10 | 0749451491 |
| Title | Malcolm McDonald on Marketing Planning |
| Author | Malcolm Mcdonald |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Kogan Page Ltd |
| Year published | 2007-11-03 |
| Number of pages | 208 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |