Marketing Plans: How to Prepare Them, How to Use Them - Tapa blanda

Reseña del editor

Now in its 7 th edition, Marketing Plans is a highly renowned international bestseller. The book has been thoroughly revised, and every chapter has been carefully updated with special attention to the latest developments in marketing. To accomplish this, Professor Malcolm McDonald has been joined in this edition by Professor Hugh Wilson, a leading expert on CRM and multichannel strategy as well as marketing planning. Major changes to this edition include new chapters based on the very latest research on: * Planning for integrated marketing communications and digital marketing * Developing multichannel strategy * Developing the CRM plan * Marketing effectiveness and accountability Marketing Plans is designed as a tool and a user-friendly learning, resource. Every point illustrated by powerful practical examples and made actionable through simple, step-by-step templates and exercises. The book is established as essential reading for all serious professional marketers and students of marketing, from undergraduate and postgraduate to professional courses for bodies such as CIM. Above all it provides a practical, hands-on guide to implementing every single concept included in the text. "It is clearly and powerfully written and is probably the best book on the theory and practice of marketing planning ever written. It is a best-seller in Europe and I strongly recommend the book to anyone with an interest in marketing planning." -Warren J. Keegan, Professor of International Business and Marketing Director, Institute for Global Business Strategy, Pace University, New York "I am extremely impressed by the step lucidity of what is presented." -Dr D. H. Eaton, North Carolina University "A book reaching the quantities sold of Marketing Plans must be a book that is really used. It is not difficult to see why. Malcolm McDonald writes about what to do in marketing and how to do it. Unlike many academic marketing writers, he will never let you forget that marketing ends with -ing." -Kenneth Simmonds, Professor of Marketing and International Business, London Business School "Malcolm McDonald is clearly one of the most respected Professors of Marketing in Europe and the author of a number of outstanding books. The fact that Marketing Plans has been such a massive seller offers testimony of this. McDonald writes with clarity and insight that is becoming increasingly rare today. It is powerful, up to date and has proved that it works. I recommend it to you!" -John D. Ryans, Jr, Bridgestone Professor of International and Professor of International Marketing, Kent State University, Ohio

Nota de la solapa

MARKETING PLANS Seventh Edition is packed with full pedagogical features:

Summary: Each chapter begins with bullet points which highlight the main features and learning to be covered.

Key Concepts: Principal marketing ideas and themes are highlighted as snapshots throughout the text.

Crucial Terms: Concise definitions of important terms and vocabulary are provided in the margin to allow for a smoother, easier reading of the text.

Examples: Provide additional illustrative marketing accounts to contextualize learning.

Marketing Insights: Real-life marketing anecdotes contextualize learning.

Headlines: Highlights taken from the text as marginalized notes bring important points to the attention of the reader.

Case Studies: In-depth studies of marketing experiences show how the theories work in real-world companies.

Application Questions: These appear at the end of each chapter and relate the theory to practice by asking the reader to apply the theory to real-life situations.

Chapter Review: Condenses the main themes of the chapter and directs the reader to relevant exercises for each topic for them to try.

Exercises: These appear at the end of each chapter and are preceded by a brief introduction which informs the reader of the issues and concepts they will find within each exercise. Each exercise helps the reader to translate the theory into practice and reinforces the learning gained from each chapter. Many exercise also end with an ‘interpretation' to guide the reader in their workings.

Tutor and Student Support: Tutor and student support sites for using Marketing Plans 7th Edition for teaching and learning can be found at: www.marketingplansbook.com