Product Description

A quick-fix guide to marketing for busy practitioners. Malcolm McDonald has pared down the detailed advice in his 500-page text, "Marketing Plans", to give readers a concise introduction to the essentials of what makes a plan work. He sets a challenge for readers to test their own understanding with a series of exercises and looks at the problems of marketing planning and the common obstacles, with advice on how to overcome them. Topics covered include: understanding marketing planning; how marketing planning fits with corporate planning; the marketing planning process and its output - the plan; defining markets and segments prior to planning; understanding products and services; setting marketing objectives and strategies; advertising and sales promotion strategies; sales strategies; pricing strategies; place (distribution and customer service) strategies; information and organization; and making marketing planning work.

Product Details

• Amazon Sales Rank: #463455 in Books
• Published on: 2002-04-03
• Original language: English
• Number of items: 1
• Binding: Paperback
• 160 pages

Construction Marketer, June 2002
'Fast moving, concise, and provocative, this short text encourages the sort of approach to marketing that is seriously lacking...'

—Arts Professional, May 2005
"A high-speed, systematic guide to producing effective marketing plans from planning to process to outputs, and it really delivers."

—Enterprise 4 Enfield, June 2005
"Includes helpful advice such as identifying the difference between the marketing strategy (long term) and tactics (short term)".