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

McDonald, Malcolm

Brossura

ISBN 10: 0749478217 ISBN 13: 9780749478216

Casa editrice: Kogan Page, 2016

Riassunto

A primer for marketing professionals and students, the second edition of Malcolm McDonald on Marketing Planning provides a clear guide to marketing planning. Focussing 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.

Su questo libro

Recensione:

"Once again Professor McDonald has captured the essence of world class marketing planning which is applicable to both the SME and the MNC. His razor sharp focus looks at markets based on the needs of customers and identifying profitable market segments, which whilst logically intuitive, requires a mind-set shift for companies who often focus on forecasts and budgets first in their planning. He takes the reader through a step-by-step process to make these changes in approaching real market understanding and planning to capture value. Highly readable and practical!" (Siobhan McAleer, Commercial Director, Irish Management Institute)

"This book is essential reading for all small businesses wanting to write a marketing plan that works effectively across your organisation, achieves growth and maximises commercial profits. For the last 20 years, I have worked with SMEs and Venture Capitalists, created and sold companies, and now specialise in supporting small enterprises with a marketing strategy that is measured and delivers exceptional return on investment. This book will save business owners consultancy fees (and allow them to ask suppliers the right questions), as well as help marketing agencies and marketers deliver significantly beyond their existing performance." (Kelvin Golding FCIM, Chartered Institute of Marketing Small Business Ambassador and Regional Chairman)

"This excellent book clearly describes how to create winning strategies. As an owner and manager of an SME who has attended Malcolm's classes and worked with him delivering programmes, I can vouch it works. Major profitable growth can be achieved in a short period leaving competitors in your wash. This is a must read for any owners or managers serious on business growth." (Stewart Barnes, Managing Director, Quolux)

"A helpful, useful and information-packed, extensively revised second edition of this practical guide to marketing planning. Whether you are working on advertising, sales promotion or other elements within the marketing fold, you will get something out of this book!" (Darren Ingram, Journalist, Editor & Consultant, Darren Ingram Media 2017-01-03)

Descrizione del libro:

Written by the internationally acknowledged authority on marketing planning, Malcolm McDonald.

Explains the key concepts and principles of marketing planning in an accessible, engaging fashion.

A compact guide for busy professionals, containing all essential info in a user-friendly, pedagogically rich format featuring helpful margin notes and key points.

Includes adaptable business templates and tools that the reader can use when establishing their own marketing plans.

Online resources: multiple templates as a practical toolkit for marketing planning.

Su questa edizione

• Editore: Kogan Page
• Data di pubblicazione: 2016
• ISBN 10: 0749478217
• ISBN 13: 9780749478216
• Rilegatura: Copertina flessibile
• Numero edizione: 2
• Numero di pagine: 192