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Malcolm McDonald on Marketing Planning: Understanding Marketing Plans and StrategyBy Malcolm McDonald
Get Free Ebook Malcolm McDonald on Marketing Planning: Understanding Marketing Plans and StrategyBy Malcolm McDonald
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Malcolm McDonald on Marketing Planning guides readers 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. Test questions at the end of each chapter aid understanding. Written by an authority on marketing plans, this book is useful 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.
- Amazon Sales Rank: #3011175 in Books
- Brand: Brand: Kogan Page
- Published on: 2008-01-01
- Original language: English
- Number of items: 1
- Dimensions: 215.00" h x .56" w x 6.68" l, .79 pounds
- Binding: Paperback
- 208 pages
- Used Book in Good Condition
Review “Takes us through the entire process, starting with the fit of marketing planning with corporate planning, marketing audit and formulation of strategy through to development and implementation of the plan.” -- Professional Marketing
About the Author Malcolm McDonald enjoys a global reputation as a leading authority on marketing. He is chairman of six companies and spends much of his time working with the boards of companies such as IBM, Xerox, and BP. His ideas are valued for their pragmatism and his writing is known for being clear and accessible. Until recently he was Professor of Marketing and Deputy Director at Cranfield School of Management, UK.
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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