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Marketing Plans By Malcolm McDonald

Marketing Plans

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Focuses on the developments in e-marketing, CRM and planning practices. This book is a useful reading for serious professional marketers and students of marketing, both undergraduates and those on professional courses for CIM and CAM. It provides a practical, hands-on approach for implementing various concepts included in the text.
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Marketing Plans Summary


Marketing Plans: How to Prepare Them, How to Use Them by Malcolm McDonald

Now in its 5th edition, "Marketing Plans" is a highly renowned international bestseller. The book has been thoroughly revised throughout, and every chapter has been carefully updated with special attention paid to the latest developments in e-marketing, CRM and new planning practices. "Marketing Plans" is designed as a total, user friendly learning resource. Careful use of layout and colour ensures the text has maximum clarity, and the list of learning features includes: Key Concepts; Crucial Terms; Examples; Headlines; Marketing Insights; Case Studies; and Exercises. The book is established as essential reading for all serious professional marketers and students of marketing, both undergraduates and those on professional courses for CIM and CAM. Above all, it provides a practical, hands-on approach for implementing every single concept included in the text. An international marketing bestseller, it is a practical step-by-step guide to marketing planning. It is thoroughly revised, with special attention paid to the latest developments in e-marketing, CRM and new planning practices.

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About Malcolm McDonald


MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.

Table of Contents


Understanding the marketing process; The marketing planning process: the main steps; The marketing planning process: removing the myths; Completing the marketing audit: the customer and market audit; Completing the marketing audit: the product audit; Setting marketing objectives and strategies; The communication plan: the advertising and sales promotion plans; The communication plan: the sales plan; The pricing plan; Marketing information, forecasting and organizing for marketing planning; Implementation issues in marketing planning; A step-by-step marketing planning system.

Additional information

GOR001600951
Marketing Plans: How to Prepare Them, How to Use Them by Malcolm McDonald
Malcolm McDonald
Used - Very Good
Paperback
Elsevier Science & Technology
2002-04-25
664
0750656255
9780750656252
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.