Marketing Plans, Third Edition: How to Prepare Them: How to Use Them

About this book

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. Product Description At last marketing managers and business executives concerned with profitability and sustained growth of their organisation have at their fingertips a practical guide which tells them how to prepare and use a marketing plan. In this new edition of Marketing Plans, the UK's top marketing guru has greatly expanded his book to include much of the recent developments in marketing techniques. In particular, he has included many of the practical tools in his other book The Marketing Audit. In Marketing Plans, the whole process of marketing planning - from initial assessment of a company's business plan to the steps necessary to ensure a company achieves its profit targets - is fully explained. There is an additional section which provides a step-by-step 'this is how you do it' guide to devising your own marketing plan, combining the very best of current practice with the necessary theoretical background. Marketers, executives and students studying for CIM and CAM exams will find the application of basic marketing principles to sound business practice invaluable. For tutors, there is a comprehensive resource pack containing OHP masters, chapter-by-chapter tutor notes, examples of real marketing plans, case studies for classroom use and interactive exercises on floppy disks. The UK's top Marketing Bestseller Practical step-by-step guide to marketing planning Recommended Reading for the CIM Certificate and Diploma Exams Review '...this new edition has the hallmarks of an essential classic marketing text and is already very popular with my students.' Ruth Ashford, Manchester Metropolitan University - Account, December 1995'It is absolutely essential reading for all academic, practitioners, or anyone who wishes to inform him or herself about the issue of marketing plans. It is also an important and clearly written book.''I am extremely impressed by the step-by-step lucidity of what is presented.'Dr. D. H. Eaton, North Carolina University'A book reaching the quantities sold of Marketing Plans must be a book that is really used. It is not difficult to see why, Malcolm McDonald writes clearly about what to do in marketing and how to do it. Unlike many academic marketing writers, he will never let you forget that marketing ends with -ing.'Kenneth Simmonds, Professor of Marketing and International Business, London Business School'Malcolm McDonald is clearly one of the most respected Professors of Marketing in Europe and the author of a number of outstanding books. The fact that Marketing Plans has been such a massive seller offers testimony of this. McDonald writes with clarity and insight that is becoming increasingly rare today. It is powerful, up-to-date and has proved that it works. I commend it to you!'John D. Ryans, Jr, Bridgestone Professor of International Business and Professor of International Marketing, Kent State University, Ohio'It is clearly and powerfully written and is probably the best book on the theory and practice of marketing planning ever written. It is a bestseller in Europe and I strongly recommend the book to anyone with an interest in marketing planning.'Warren J. Keegan, Professor of International Business and Marketing Director, Institute for Global Business Strategy, Pace University, New York

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