Marketing Plans: How to Prepare Them, How to Profit from Them - Tapa blanda

Reseña del editor

A fully revised and updated 8th edition of the highly renowned international bestseller The 8th edition of this highly acclaimed bestseller is thoroughly revised with every chapter having been updated with special attention to the latest developments in marketing. 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. New chapters and content include: * A Does it Work feature throughout demonstrating examples of real successes using the processes in the book * More substantial coverage of consumer behaviour to balance the book s focus with B2B planning * Digital techniques and practices brought fully up to date * Also includes a comprehensive online Tutors Guide and Market2Win Simulator for those who teach marketing strategy

Contraportada

Now in its 8th 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.

Major changes to this edition include new chapters based on the very latest research on:

• Understanding needs and developing value propositions
• The accelerative impact of digital
• Marketing planning experiences from the real world. Written by two former directors of multinational companies

Marketing Plans is designed as a tool and a user-friendly learning resource. Every point is 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 The Chartered Institute of Marketing. Above all it provides a practical, hands-on guide to implementing every single concept included in the text.

For the 8th edition, the authors have teamed up with Market2Win to give you the opportunity to practice the key tools from the book through a strategic marketing game. Market2Win simulations test your skills against other marketers and have been played by thousands of students and executives. At the end of each chapter you will see new exercises that are linked to the game. To find out more, go to www.market2win.com/mp.

'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-by-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 and Hugh Wilson write about what to do in marketing and how to do it. Unlike many academic marketing writers, they will never let you forget that marketing ends with –ing.'
—KENNETH SIMMONDS, Professor of Marketing and International Business, London Business School

'Malcolm McDonald and Hugh Wilson are clearly two of the most respected Professors of Marketing in Europe and authors of a number of outstanding books. The fact that Marketing Plans has been such a massive seller offers testimony of this. McDonald and Wilson write 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