Now in its 6th 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 paid to the latest developments in marketing. There are substantial new sections on CRM, the internet, future market mapping, integrated marketing and distribution strategies and other technology-driven impacts in the marketing domanin.
Marketing Plans is designed as a total, user-friendly learning resource. Careful use of layout and colour ensures the text had maximum clarity, and the list of learning features includes:
- Key Concepts
- Crucial Terms
- Examples
- Headlines
- Marketing Insights
- Case Studies
- Exercises
The book is established as essential reading 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.
Preface and acknowledgements
How to use this book to achieve the best results
Learning features
An important note to the reader from the author
1 Understanding the marketing process
2 The marketing planning process: 1 The main steps
3 The marketing planning process: 2 Removing the myths
4 Completing the marketing audit: 1 The customer and market audit
5 Completing the marketing audit: 2 The product audit
6 Setting marketing objectives and strategies
7 The communication plan: 1 The advertising and sales promotion plans
8 The communication plan: 2 The sales plan
9 The pricing plan
10 The distribution plan and customer service plan
Etc.
" 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 Writes clearly about what to do in marketing and how to do it. Unlike many academic marketing writers, he will never let you forget that marketing ends with-ing."
--Kenneth Simmonds, Professor of Marketing and International Business, London Business School--
" 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 and interest in marketing planning."
--Warren J. Keegan, Professor of International Business and Marketing Director,
Institute for Global Business Strategy, Pace University, New York--