Malcolm McDonald on Marketing Planning: Understanding Marketing Plans and Strategy

ISBN-13: 9780749478216 / Angielski / Miękka / 2016 / 192 str.

Malcolm McDonald

Opis

A primer for marketing professionals and students, the second edition of Malcolm McDonald on Marketing Planning provides a clear guide to marketing planning. Focussing on the practical application of marketing planning this book will guide readers through the production of a marketing plan that has real world application. Key content includes defining markets and segments, setting marketing objectives and strategies, advertising and sales promotion strategies, and price and sales strategies.With an emphasis on practicality this fully revised second edition has been thoroughly overhauled to contain new content on the essentials of marketing planning and the strategic marketing process.

Recenzje

"Once again Professor McDonald has captured the essence of world class marketing planning which is applicable to both the SME and the MNC. His razor sharp focus looks at markets based on the needs of customers and identifying profitable market segments, which whilst logically intuitive, requires a mind-set shift for companies who often focus on forecasts and budgets first in their planning. He takes the reader through a step-by-step process to make these changes in approaching real market understanding and planning to capture value. Highly readable and practical!" Siobhan McAleer, Commercial Director, Irish Management Institute

Spis treści

• Section - 01: Let's get real;
• Section - 02: Getting rid of that big managerial nonsense;
• Section - 03: Understand the real meaning of customer value;
• Section - 04: A very practical way to begin planning a profitable future;
• Section - 05: Market segmentation;
• Section - 06: What do our customers want?;
• Section - 07: How to set marketing objectives;
• Section - 08: How to set marketing strategies;
• Section - 09: A step-by-step strategic planning system;
• Section - 10: How to deal with adversity;

O autorze

Professor Malcolm McDonald enjoys a global reputation as a leading authority on marketing. He was until recently Professor of Marketing and Deputy Director at Cranfield University School of Management, and is now an Emeritus Professor at the University as well as being an Honorary Professor at Warwick Business School. He has been consultant to many major companies from the United Kingdom, Europe, USA, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability. Malcolm is also Chairman of six companies and works with the operating boards of some of the world's leading multinationals on all continents. He has written over 40 books including the best-selling Marketing Plans: How to prepare them, how to use them.