Marketing Plans

Fülszöveg

Marketing planning lies at the heart of successful business. This book, based much practical research, deals
in detail with the whole process, from initial assessment of a company's business plan. It describes:
• What marketing is
• How the marketing planning process works
• How to carry out a marketing audit
• How to set marketing objectives and strategies
• How to schedule and cost out what has to be done to achieve objectives
• How to design and implement a simple marketing planning system and, crucially, when it should be done,
how often and by whom
The book removes many of the myths surrounding this complex subject. It explains not only what should
happen, but what can go wrong and what to do about it. It contains many checklists that managers can use in
their own organizations and numerous examples. Above all it offers systematic guidance on the steps necessary
to ensure a company reaches its commercial goals. Many marketing directors and senior managers, who... Tovább

Fülszöveg

Marketing planning lies at the heart of successful business. This book, based much practical research, deals
in detail with the whole process, from initial assessment of a company's business plan. It describes:
• What marketing is
• How the marketing planning process works
• How to carry out a marketing audit
• How to set marketing objectives and strategies
• How to schedule and cost out what has to be done to achieve objectives
• How to design and implement a simple marketing planning system and, crucially, when it should be done,
how often and by whom
The book removes many of the myths surrounding this complex subject. It explains not only what should
happen, but what can go wrong and what to do about it. It contains many checklists that managers can use in
their own organizations and numerous examples. Above all it offers systematic guidance on the steps necessary
to ensure a company reaches its commercial goals. Many marketing directors and senior managers, who
appreciate the book's down-to-earth, practical style and content now use it as the basis for their marketing
systems.
In this second edition, Malcolm McDonald has expanded the bookto incorporate much of the latest thinking in
the domain of marketing. There is an additional section which incorporates a step-by-step, 'this is how you do it'
approach to the preparation of marketing plans. At last marketing managers and business executives concerned
with the profitability and sustained growth of their company have at their fingertips a guide that will tell them
how to prepare and use a marketing plan. It combines the very best of current practice with the necessary
theoretical background. Students of marketing, management and business administration, particularly those
preparing for the Chartered Institute of Marketing and CAM Foundation Certificate and Diploma examinations,
will find invaluable the application of basic marketing principles to sound business practice.
Malcolm McDonald is currently a Professor of Marketing at Cranfield School of Management, a leading
postgraduate business school in the UK and a Director of a number of companies. He is a graduate in English
Language and Literature from Oxford University, in Business Studies from Bradford University Management
Centre, and has a PhD from the Cranfield Institute of Technology. He has extensive industrial experience,
including a number of years as Marketing Director of Canada Dry. He runs a series of seminars and workshops
on marketing planning in the UK, Europe, the Far East, Australia and the USA. He has written ten books on
marketing, many of which are available in different language editions. Vissza