Marketing Plans

by Malcolm McDonald (Author)

• Used

  Paperback
  1984

  $4.20

  Based on practical research in industry, this book describes the marketing planning process, how a thorough marketing audit is carried out, how strategies are evolved and costed, and how aspects such as price, distribution, information systems, and forecasting often get overlooked, yet are an integral part of the marketing plan. Aimed at students following IM Diploma, MBA, BA, BSc Business, Management and Marketing courses and practising marketers in the private and public sectors, is practical and systematic and written in a clear style with many examples and case studies.

• Used

  Paperback
  2002

  $3.23

  Now in its 5th edition, Marketing Plans is a highly renowned international bestseller. The book has been thoroughly revised throughout, and every chapter has been carefully updated with special attention paid to the latest developments in e-marketing, CRM and new planning practices. Marketing Plans is designed as a total, user friendly learning resource. Careful use of layout and colour ensures the text has maximum clarity, and the list of learning features includes: Key Concepts; Crucial Terms; Examples; Headlines; Marketing Insights; Case Studies; and Exercises. The book is established as essential reading for all serious professional marketers and students of marketing, both undergraduates and those on professional courses for CIM and CAM. Above all, it provides a practical, hands-on approach for implementing every single concept included in the text. An international marketing bestseller, it is a practical step-by-step guide to marketing planning. It is thoroughly revised, with special attention paid to the latest developments in e-marketing, CRM and new planning practices.