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Malcolm McDonald on marketing planning : understanding marketing plans and strategy

Author: Malcolm McDonald
Publisher: London ; Philadelphia : Kogan Page, 2008.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"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 to 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." "Written by a world-class authority on marketing plans,  Read more...
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Malcolm McDonald
ISBN: 9780749451493 0749451491
OCLC Number: 163616721
Description: x, 197 pages : illustrations ; 22 cm
Contents: 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 ...
Other Titles: How come your marketing plans aren't working?
Responsibility: Malcolm McDonald.
More information:

Abstract:

The essentials of marketing plans and the strategic marketing planning process including, defining markets and segments, setting marketing objectives and strategies, advertising and sales promotion  Read more...

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"High on practical information." Marketing Business "Takes us through the entire process, starting with the fit of marketing planning with corporate planning, marketing audit and formulation of Read more...

 
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