As 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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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.Excerpt. © Reprinted by permission. All rights reserved.:
1. Understanding marketing planning; 2. How marketing planning fits with corporate planning; 3. The strategic marketing planning process and the marketing plan; 4. Defining markets and segments prior to planning; 5. Understanding products and services prior to planning. 6. Setting marketing objectives and strategies; 7. Advertising and sales promotion strategies. 8. Sales strategies; 9. Price strategies; 10. Place (distribution and customer service) strategies; 11. Information and organization; 12. Making marketing planning work; 13. Next steps...
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