Marketing Plans by Malcolm Mcdonald
"Marketing Plans" is simply the definitive guide to making plans that work. Adopting a 'this is how you do it approach', McDonald takes you through the painstaking process of marketing planning, while also providing a detailed means of implementing all the concepts introduced. The differences between processes, methods, strategic and tactical planning is made clear and the latest thinking in marketing incorporated. This is an essential title 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. Now in its 6th edition, "Marketing Plans" is a highly renowned international bestseller. This is a comprehensively revised and updated edition of the definitive and internationally bestselling guide to Marketing Planning. It retains the practical step-by-step approach that gives the book unique clarity. It incorporates all the latest thinking in e-marketing, CRM and new planning practices.
It is cleary and powerfully written and is probably the best book on the theory and practice of marketing planning ever writtenWarren J. Keegan, Professor of International Business and Marketing Director, Institute for Global Business Strategy, Pace University, New York
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.
| SKU | Unavailable |
| ISBN 13 | 9780750683869 |
| ISBN 10 | 0750683864 |
| Title | Marketing Plans |
| Author | Malcolm Mcdonald |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Elsevier Science & Technology |
| Year published | 2007-03-13 |
| Number of pages | 704 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |