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

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

by Malcolm Mc Donald (Author)

Synopsis

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.

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More Information

Format: Paperback
Pages: 664
Edition: 5
Publisher: Butterworth-Heinemann Ltd
Published: 25 Apr 2002

ISBN 10: 0750656255
ISBN 13: 9780750656252
Book Overview: An international marketing bestseller Practical step-by-step guide to marketing planning Thoroughly revised, with special attention paid to the latest developments in e-marketing, CRM and new planning practices

Author Bio
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.