Marketing Plans
How to prepare them, how to use them
- 5th Edition - May 8, 2002
- Author: Malcolm McDonald
- Language: English
- Paperback ISBN:9 7 8 - 0 - 7 5 0 6 - 5 6 2 5 - 2
- eBook ISBN:9 7 8 - 0 - 0 8 - 0 4 9 6 4 3 - 6
Marketing Plans, Fifth Edition, is a practical, step-by-step guide to marketing planning. This international, bestselling textbook from one of the world's leading marketing expert… Read more
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Marketing Plans, Fifth Edition, is a practical, step-by-step guide to marketing planning.
This international, bestselling textbook from one of the world's leading marketing experts has been thoroughly revised and carefully updated with the latest developments in e-marketing, CRM, and new planning practices. Designed as a total, student-friendly resource it features: 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
Practical step-by-step guide to marketing planning
Thoroughly revised, with special attention paid to the latest developments in e-marketing, CRM and new planning practices
Practical step-by-step guide to marketing planning
Thoroughly revised, with special attention paid to the latest developments in e-marketing, CRM and new planning practices
Marketing Managers and Business Executives; CIM/CAM students; Business Studies Students
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.
- Edition: 5
- Published: May 8, 2002
- Language: English
MM
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.
Affiliations and expertise
Until recently, Professor of Marketing and Deputy Director of Cranfield School of Management and formerly Marketing Director of Canada Dry, UK