How Come Your Marketing Plans Aren't Working ?: The Essential Guide to Marketing Planning (If You're So Brilliant)

How Come Your Marketing Plans Aren't Working ?: The Essential Guide to Marketing Planning (If You're So Brilliant)

by Malcolm Mc Donald (Author)

Synopsis

A quick-fix guide to marketing for busy practitioners. Malcolm McDonald has pared down the detailed advice in his 500-page text, Marketing Plans , to give readers a concise introduction to the essentials of what makes a plan work. He sets a challenge for readers to test their own understanding with a series of exercises and looks at the problems of marketing planning and the common obstacles, with advice on how to overcome them. Topics covered include: understanding marketing planning; how marketing planning fits with corporate planning; the marketing planning process and its output - the plan; defining markets and segments prior to planning; understanding products and services; setting marketing objectives and strategies; advertising and sales promotion strategies; sales strategies; pricing strategies; place (distribution and customer service) strategies; information and organization; and making marketing planning work.

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More Information

Format: Paperback
Pages: 208
Edition: 1
Publisher: Kogan Page
Published: 03 Apr 2002

ISBN 10: 074943726X
ISBN 13: 9780749437268

Media Reviews
Fast moving, concise, and provocative, this short text encourages the sort of approach to marketing that is seriously lacking -- Construction Marketer, June 2002
Author Bio
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.