Description

Marketing Plans is simply the definitive guide to making plans that work. Adopting a 'this is how you do it approach' McDonald takes you through the painstaking process of marketing planning, while also providing a detailed means of implementing all the concepts introduced. The differences between processes, methods, strategic and tactical planning is made clear and the latest thinking in marketing incorporated.

This is an essential title for all serious professional marketers and students of marketing, both undergraduates and those on professional courses for CIM and CAM. Above all it provides a practical, hands-on approach for implementing every single concept included in the text. Now in its 6th edition, Marketing Plans is a highly renowned international bestseller.

Readership

Marketing Managers and Business Executives; CIM/CAM students; Business Studies Students, Marketing students at 3rd year/MBA levels

Contents

Understanding the marketing process;
The marketing planning process: the main steps;
The marketing planning process: removing the myths;
Completing the marketing audit: the customer and market audit;
Completing the marketing audit: the product audit;
Setting marketing objectives and strategies;
The communication plan: the advertising and sales promotion plans;
The communication plan: the sales plan; The pricing plan;
Marketing information, forecasting and organizing for marketing planning;
Implementation issues in marketing planning;
A step-by-step marketing planning system.

Author Information

By Malcolm McDonald, Until recently, Professor of Marketing and Deputy Director of Cranfield School of Management and formerly Marketing Director of Canada Dry, UK