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Malcolm McDonald on marketing planning : understanding marketing plans and strategy

Author: Malcolm McDonald
Publisher: Philadelphia, PA : Kogan Page, 2016.
Edition/Format:   eBook : Document : English : Second editionView all editions and formats
Summary:
"A primer for marketing professionals and students, the second edition of Malcolm McDonald on Marketing Planning focuseson the practical application of marketing planning. Chapters explainadvertising and sales promotion strategies, price and sales strategies, how to define markets and segments, andhow to set marketing objectives and strategies. This fullyrevised second edition has not only been updated to contain
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Genre/Form: Electronic books
Additional Physical Format: Print version:
McDonald, Malcolm.
Malcolm McDonald on marketing planning.
Philadelphia, PA : Kogan Page, 2016
(DLC) 2016037290
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Malcolm McDonald
ISBN: 9780749478223 0749478225
OCLC Number: 957223269
Notes: Revised edition of the author's Malcolm McDonald on marketing planning, 2008.
Description: 1 online resource
Contents: Preface; Important note to the reader of this book --
please read this; 01 Let's get real; Introduction; Why competing on price is a no-no; Social media/digital; A very brief history of management; Challenges; What continuously successful companies do to meet these challenges; Actions; 02 Getting rid of that big managerial nonsense; Don't get misled by all that financial information; The limited value of forecasts and budgets; What are the components of a business plan and the role of marketing?; What marketing is and its role in continuous organizational success; Actions. 03 Understand the real meaning of customer valueIntroduction; What is value?; Differentiation; Branding; Actions; 04 A very practical way to begin planning a profitable future; Where to begin?; Actions; 05 Market segmentation; An important note from the author; Introduction; Market overview; Getting started; Actions; 06 What do our customers want?; Introduction; Don't waste money on bad market research; A process for understanding what customers want (without spending money); SWOTs, not SWAGs; Guidelines for a better approach; A process and a template for doing a proper SWOT; Finally ... Actions07 How to set marketing objectives; Introduction; What are marketing objectives?; How to allocate your resources effectively; What should be plotted on the Strategic Planning Matrix (SPM)?; What does 'Market Attractiveness' mean?; What does 'Our Relative Competitive Strength' mean on the horizontal axis?; How to complete this Strategic Planning Matrix; How to interpret your SPM; Assumptions; We can now set objectives for each market in the SPM; Actions; 08 How to set marketing strategies; Introduction; New product development/market extension/diversification; Marketing strategies. Competitive strategies and how to beat bigger competitorsActions; 09 A step-by-step strategic planning system; Introduction; Strategic planning forms; What should appear in the strategic marketing plan?; The one-year marketing plan; Final comments; 10 How to deal with adversity; Index.
Responsibility: Malcolm McDonald.

Abstract:

Benefit from clear and concise guidance to the benefits of rigorous marketing planning, demonstrating how to produce a marketing plan which works in the real world.  Read more...

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