Product Description

Fully updated and in full colour throughout 'The Marketing Plan in Colour: A pictorial guide for managers' is a unique approach to this complex subject, which will both aid understanding and at the same time encourage marketing and other professionals to delve deeper into the planning process.



After more than fifty years of marketing theory and practice, marketing planning still remains one of the great, unconquered challenges.

This challenge continues to grow as the environments in which companies operate become increasingly hostile, abrasive and dynamic. There is a growing body of evidence to show that the difference between an organization's efficiency and effectiveness (or, in planning terms, the difference between tactics and strategy) is becoming more and more important.

Today, successful chief executives and management teams are grasping the absolute necessity of understanding where their companies should be going, with this direction properly articulated in plans that identify and develop those things that make a company significantly and profitably different over time. It is not difficult to spot those organizations that have not adopted this strategic planning orientation. They reorganize with regular monotony, and more and more such firms are being taken over by more enterprising ones that have learned to drive using the strategic planning approach. Such marketing planning will never be easy. Indeed, it grows more difficult by the day. Thousands of readers of the black and white version of this title (in print since 1987) testify to the easy-to-use approach illustrated by a leading cartoonist.

A unique marketing book, from one of the most widely read and high profile marketing authors
Extremely successful previous edition - over 24,000 copies sold
Fully updated edition with full colour plates throughout

Product Details

• Amazon Sales Rank: #117116 in Books
• Published on: 2000-05-08
• Original language: English
• Number of items: 1
• Binding: Paperback
• 96 pages

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.

NDD, ATD, is an illustrator and designer of educational and training materials, head of design and manager of the Media Service Unit, University of Sussex, co-founder and studio manager of Business Training and producer of corporate videos. Peter is co-author of Finance for Small Businesses, Total Quality Management, Selling Products and Services (all published by Butterworth-Heinemann).

Customer Reviews

A brilliant easy to understand cartoon guide to the subject.
This book is excellent. It explains every aspect of marketing planning and succeeds brialliantly for two reasons. Firstly it puts everything in a logical sequence from the corporate objectives through to the plan and how to communicate it. Secondly, and this is unique, it does the whole thing in a cartoon strip format, subject by subject. It is entertaining and easy to read. It doesn't skip anything or pull any punches. A further advantage of the format is that it shows what not to do in a similar easy to follow way. I have bought many copies of this and given them to managers, knowing that they will read and understand the contents. A brilliant way of marketing a stodgy subject and getting the message across.

The Marketing Plan in colour is a must buy for SME's
Absolutely brilliant.

I have a team, none of whom are trained in marketing, but need to understand the basics to be able to relate to the market and to any plans I put forward for the business. This book is enjoyable to read and presents the subject in a quickly and easily digestable way without being patronising.

Train your middle / senior managers in the marketing basics in a couple of days- buy this book.

Awesome Book.
This book rules, it is literally just WHAT YOU NEED TO KNOW and then diagrams to detail it, classic book, good to use in conjuction with other books, for example I use this book for all the basics and then anything I feel I need to go into more detail I will get out a textbook or more in depth book.