Malcolm McDonald on Marketing Planning: Understanding Marketing Plans and Strategy

Malcolm McDonald

Verlag: Kogan Page Limited/Viva Books, 2008
ISBN 10: 0749453788 / ISBN 13: 9780749453787
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As a busy professional or student, you?ll find that this information-crammed guide to marketing planning is perfect for you . Snappy and succinct, Malcolm McDonald on Marketing Planning will help you to appreciate the benefits of rigorous marketing planning and will guide you through the production of a marketing plan made to work in the real world. With the emphasis on practicality, this book covers the essentials of marketing planning and the strategic marketing process. There are test questions at the end of each chapter to aid understanding. Written by a world-class authority on marketing plans, this book is perfect for all those who need a short, sharp revision of their planning skills, or a handy guide to put their plans on the right track straight away. Contents: Understanding marketing planning ? The need for a systematic approach ? The difference between strategy and tactics ? Question and answers ? How marketing planning fits with corporate planning ? Questions and answers ? The strategic marketing planning process and the marketing plan ? Marketing audit ? SWOT analysis ? Assumptions ? Strategy formulation ? Strategy marketing plan ? ingredients? and ?recipe? ? Questions and answers ? Defining markets and segments prior to planning ? Questions and Answers ? Understanding products and service prior to planning ? Questions and answers ? Setting marketing objectives and strategies ? Marketing objectives ? Marketing strategies ? Questions and answers ? Advertising and sales promotion strategies ? Advertising strategies ? Sales promotion strategies ? Questions and answers ? Sales strategies ? Questions and answers ? Price strategies ? Questions and answers ? Place (distribution and customer service) strategies ? Questions and answers ? Information and organization ? Information ? Forecasting ? Organization ? Questions and answers ? Making marketing planning work ? Questions and answers ? Next steps Printed Pages: 208. Buchnummer des Verkäufers 55021

Über diesen Titel:

Inhaltsangabe: As a busy professional or student, you ll find that this information-crammed guide to marketing planning is perfect for you . Snappy and succinct, Malcolm McDonald on Marketing Planning will help you to appreciate the benefits of rigorous marketing planning and will guide you through the production of a marketing plan made to work in the real world.
With the emphasis on practicality, this book covers the essentials of marketing planning and the strategic marketing process. There are test questions at the end of each chapter to aid understanding.
Written by a world-class authority on marketing plans, this book is perfect for all those who need a short, sharp revision of their planning skills, or a handy guide to put their plans on the right track straight away.

About the Author: Professor Malcolm McDonald was until recently Professor of Marketing and Deputy Director at Cranfield University School of Management, and is now Emeritus Professor at the university as well as being Honorary Professor at Warwick Business School. He has written about 40 books.

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Bibliografische Details

Titel: Malcolm McDonald on Marketing Planning: ...
Verlag: Kogan Page Limited/Viva Books
Erscheinungsdatum: 2008
Einband: Softcover
Zustand: New
Auflage: First edition.

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MCDONALD, Malcolm
Verlag: Kogan Page 11.01.2007 (2007)
ISBN 10: 0749451491 ISBN 13: 9780749451493
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Buchbeschreibung Kogan Page 11.01.2007, 2007. Buchzustand: Wie neu - gebraucht. Broschiert 208 S. Sehr guter Zustand, ohne Namenseintrag Zustand: 1, Wie neu - gebraucht, Broschiert Kogan Page , 2007-01-11 208 S. , Malcolm McDonald on Marketing Planning: Understanding Marketing Plans and Strategy, MCDONALD, Malcolm. Artikel-Nr. BU229148

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Malcolm Mcdonald
Verlag: Kogan Page Nov 2016 (2016)
ISBN 10: 0749478217 ISBN 13: 9780749478216
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Buchbeschreibung Kogan Page Nov 2016, 2016. Taschenbuch. Buchzustand: Neu. Neuware - 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. 192 pp. Englisch. Artikel-Nr. 9780749478216

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