Malcolm McDonald on Marketing Planning
Understanding Marketing Plans and Strategy
By (author) Malcolm McDonald
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Malcolm McDonald on Marketing Planning by Malcolm McDonald
Book DescriptionAs a busy marketing professional or student, you'll find that this information-crammed guide to marketing planning is perfect for you. Snappy and succinct, "Malcolm McDonald on Marketing Planning" will help you appreciate the benefits of rigorous marketing planning and will guide you through the production of a marketing plan made to work in the real world. With the emphasis on practicality, this book covers the essentials of marketing planning and the strategic marketing process. Key content includes: defining markets and segments, setting marketing objectives and strategies, advertising and sales promotion strategies, and price and sales strategies. With test questions at the end of each chapter to aid understanding, this really is the essential guide to marketing planning. Written by the world-class authority on marketing plans, this book is perfect for any busy marketing professional who needs a short, sharp revision of their planning skills, or a handy guide to put their plans on the right track straight away.
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Book DetailsISBN: 9780749451493
(215mm x 170mm x 13mm)
Imprint: Kogan Page Ltd
Publisher: Kogan Page Ltd
Publish Date: 3-Nov-2007
Country of Publication: United Kingdom
Books By Author Malcolm McDonald
Malcolm McDonald on Marketing Planning, Paperback (November 2016)
Provides clear and concise guidance to the benefits of rigorous marketing planning, and shows how to produce a marketing plan which works in the real world.
Marketing Value Metrics, Paperback (October 2014)
Introduces and guides readers through a metrics model that shows how marketing systematically contributes to shareholder value and also provides a metrics-based framework for developing and implementing marketing strategies that are measurable and accountable.
MBA Marketing, Paperback (December 2013)» View all books by Malcolm McDonald
This book covers all of the core topics in marketing and is written and designed specifically for the needs of MBA students. Assuming no prior knowledge, this text covers the basics before quickly moving on to explore more advanced issues and concepts. It is strongly grounded in theory and linked to best practice, and is the ideal MBA course text.
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Author Biography - Malcolm McDonald
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.
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