Malcolm McDonald on Marketing Planning: Understanding Marketing Plans and Strategy - Paperback

by Malcolm McDonald (Author)

A primer for marketing professionals and students, the second edition of Malcolm McDonald On Marketing Planning provides a clear guide to marketing planning. Focusing on the practical application of marketing planning, this book will guide readers through the production of a marketing plan that has real world application. Key content includes defining markets and segments, setting marketing objectives and strategies, advertising and sales promotion strategies, and price and sales strategies.

With an emphasis on practicality, this fully revised second edition has been thoroughly overhauled to contain new content on the essentials of marketing planning and the strategic marketing process.
Online resources include multiple templates as a practical toolkit for marketing planning.

Author Biography

Professor Malcolm McDonald is a global leading authority on marketing. He was until recently Professor of Marketing and Deputy Director at Cranfield University School of Management, and is now an Emeritus Professor at the University as well as being an Honorary Professor at Warwick Business School and Academic Advisor at the Oxford College of Marketing. He has consulted many major companies in strategic marketing and is Chairman of numerous companies for some of the world's leading multinationals. He has written more than 40 books including the best-selling Marketing Plans: How to prepare them, how to use them.