Malcolm McDonald on Marketing Planning
Understanding Marketing Plans and Strategy
by Malcolm McDonald
2nd Edition
Publisher: Kogan Page
Book Details
| Print ISBN | 9780749478216 |
| eText ISBN | 9780749478223 |
| Publisher | Kogan Page |
| Publishing Year | 2017 |
| Edition | 2nd Edition |
| Language | English |
| Pages | 192 |
Malcolm McDonald on Marketing Planning: Understanding Marketing Plans and Strategy, 2nd Edition, serves as a primer for marketing professionals and students seeking a clear guide to marketing planning. The book focuses on practical application to help readers produce plans suited for real-world business situations.
Key areas of coverage include defining markets and market segments, setting marketing objectives, and formulating strategies. McDonald also addresses practical approaches to advertising, sales promotions, pricing, and sales.
Accompanying online resources supply multiple templates that function as a practical toolkit for marketing planning.
Table of Contents
Chapter 01: Let’s get real
Chapter 02: Getting rid of that big managerial nonsense
Chapter 03: Understand the real meaning of customer value
Chapter 04: A very practical way to begin planning a profitable future
Chapter 05: Market segmentation – crucial to understanding your market and how it works
Chapter 06: What do our customers want?
Chapter 07: How to set marketing objectives
Chapter 08: How to set marketing strategies
Chapter 09: A step-by-step strategic planning system
Chapter 10: How to deal with adversity
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