ISBN 9780749453787,Malcolm McDonald on Marketing Planning: Understanding Marketing Plans and Strategy

Malcolm McDonald on Marketing Planning: Understanding Marketing Plans and Strategy


Kogan Page Ltd



Kogan Page Ltd

Publication Year 2008

ISBN 9780749453787

ISBN-10 0749453788

Paper Back

Number of Pages 208 Pages
Language (English)


As a busy professional or student, you'll find that this information-crammed guide to marketing planning is perfect for you . Snappy and succinct, Malcolm McDonald on Marketing Planning will help you to appreciate the benefits of rigorous marketing planning and will guide you 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. There are test questions at the end of each chapter to aid understanding.

Written by a world-class authority on marketing plans, this book is perfect for all those who need a short, sharp revision of their planning skills, or a handy guide to put their plans on the right track straight away.

About The Author
Professor Malcolm McDonald was until recently Professor of Marketing and Deputy Director at Cranfield University School of Management, and is now Emeritus Professor at the university as well as being Honorary Professor at Warwick Business School. He has written about 40 books.

Table of Contents
Understanding marketing planning
The need for a systematic approach
The difference between strategy and tactics
Question and answers
How marketing planning fits with corporate planning
Questions and answers
The strategic marketing planning process and the marketing plan
Marketing audit
SWOT analysis
Strategy formulation
Strategy marketing plan ' ingredients' and 'recipe'
Questions and answers
Defining markets and segments prior to planning
Questions and Answers
Understanding products and service prior to planning
Questions and answers
Setting marketing objectives and strategies
Marketing objectives
Marketing strategies
Questions and answers
Advertising and sales promotion strategies
Advertising strategies
Sales promotion strategies
Questions and answers
Sales strategies
Questions and answers
Price strategies
Questions and answers
Place (distribution and customer service) strategies
Questions and answers
Information and organization
Questions and answers
Making marketing planning work
Questions and answers
Next steps