"Marketing Plans" is still the definitive guide to Marketing Planning and is used by thousands of organizations around the world. Many of the tools and templates used by Market2win are supported by this book.

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Product Description

Takes you through the process of marketing planning. This guide explains the differences between processes, methods, strategic and tactical planning, and incorporates the thinking in marketing, e-marketing, CRM and planning practices. It is suitable for professional marketers and students of marketing.

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Product Details

• Amazon Sales Rank: #196619 in Books
• Published on: 2007-03-13
• Original language: English
• Number of items: 1
• Dimensions: 4.22 pounds
• Binding: Paperback
• 704 pages

Features

• New
• Mint Condition
• Dispatch same day for order received before 12 noon
• Guaranteed packaging
• No quibbles returns

Amazon.co.uk Review
In Blackadder, Baldrick's "cunning plan" usually turned out be neither particularly cunning nor indeed planned. In marketing you can't get away with either as effective marketing planning lies at the centre of most companies' "make a buck" schemes.

Malcolm McDonald's book is the bible for anyone charged with the responsibility of preparing and implement a marketing plan. From the organisational issues, timescale and techniques the-"who, when and how"--to the projected outcomes--every part of the "five-year" marketing scheme is examined. In this fourth edition Malcolm McDonald has addressed "new" issues such as key account handling and electronic marketing using the Internet. He has also added a step-by-step marketing planning chapter, what he calls his "fast-track" approach, invaluable if you need to learn the basics in a hurry. The book is very well put together and gets top marks for clear English. There are lots of diagrams, models, case studies and exercises that help you "diagnose" the state of health of your company's current marketing approach. Chapters begin with a summary and end with a review, so all the choicest bits of information are easily digestible. Marketing Plans follows a logical approach and takes the student through a sequence of activities, giving a clear set of objectives and the means to achieve them. --Kristen Bowditch

Review
"It is clearly and powerfully written and is probably the best book on the theory and practice of marketing planning ever written." Warren J. Keegan, Professor of International Business and Marketing Director, Institute for Global Business Strategy, Pace University, New York

From the Inside Flap
MARKETING PLANS Seventh Edition is packed with full pedagogical features:

Summary: Each chapter begins with bullet points which highlight the main features and learning to be covered.

Key Concepts: Principal marketing ideas and themes are highlighted as snapshots throughout the text.

Crucial Terms: Concise definitions of important terms and vocabulary are provided in the margin to allow for a smoother, easier reading of the text.

Examples: Provide additional illustrative marketing accounts to contextualize learning.

Marketing Insights: Real–life marketing anecdotes contextualize learning.

Headlines: Highlights taken from the text as marginalized notes bring important points to the attention of the reader.

Case Studies: In–depth studies of marketing experiences show how the theories work in real–world companies.

Application Questions: These appear at the end of each chapter and relate the theory to practice by asking the reader to apply the theory to real–life situations.

Chapter Review: Condenses the main themes of the chapter and directs the reader to relevant exercises for each topic for them to try.

Exercises: These appear at the end of each chapter and are preceded by a brief introduction which informs the reader of the issues and concepts they will find within each exercise. Each exercise helps the reader to translate the theory into practice and reinforces the learning gained from each chapter. Many exercise also end with an ‘interpretation′ to guide the reader in their workings.

Tutor and Student Support: Tutor and student support sites for using Marketing Plans 7th Edition for teaching and learning can be found at: www.marketingplansbook.com