Product Description

Now in its 5th edition, "Marketing Plans" is a highly renowned international bestseller. The book has been thoroughly revised throughout, and every chapter has been carefully updated with special attention paid to the latest developments in e-marketing, CRM and new planning practices. "Marketing Plans" is designed as a total, user friendly learning resource. Careful use of layout and colour ensures the text has maximum clarity, and the list of learning features includes: Key Concepts; Crucial Terms; Examples; Headlines; Marketing Insights; Case Studies; and Exercises. The book is established as essential reading for all serious professional marketers and students of marketing, both undergraduates and those on professional courses for CIM and CAM. Above all, it provides a practical, hands-on approach for implementing every single concept included in the text. An international marketing bestseller, it is a practical step-by-step guide to marketing planning. It is thoroughly revised, with special attention paid to the latest developments in e-marketing, CRM and new planning practices.

Product Details

• Amazon Sales Rank: #151867 in Books
• Published on: 2002-04-25
• Original language: English
• Number of items: 1
• Binding: Paperback
• 664 pages

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

About the Author
MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.

Customer Reviews

Nice isn't the word, excellent doesn't really describe it...
AWESOME, now that's more like it!

I read this book, and it took me quite a long time to get through it. Not that it's hard to read, but because this books handles about topics that we marketeers come across every day. So we can put this book to the test.

It's a perfect guideline for those amongst us that need to keep a broad vision on the what's marketing all about, and how we need to work to get to a "perfect" (impossible) marketingplan.

Impossible? Maybe not anymore - ??? This is something you need to check out for yourself.

I recommend it.

The bible of marketing planning
This book is the ultimate if you are serious about creating truely strategic marketing plans for your business. It basically gives you all the fundamentals required and takes it so much further, any company big or small can benefit from the knowledge in this book. It has been updated well and questions some of the traditional theories, i.e. features an updated SWOT.

Also, if you read the intro it gives you a bit of a guide on how best to use it, so if you just need to get a breif overview of how to structure a plan you can pick the best chapter/s to read, if you want to go more in depth you can dip in and out of it.

All in all, this is an essential text for marketers, don't bother with Kottler he hasn't done anything good in 15 years.