Malcolm McDonald on marketing planning : understanding marketing plans and strategy / Malcolm McDonald.

By:

McDonald, Malcolm [author.]

Material type:

TextPublisher: United Kingdom ; New York : Kogan Page, 2017Edition: 2nd editionDescription: x, 177 pages ; 24 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

ISBN:

9780749478216 (paperback)

Uniform titles:

How come your marketing plans aren't working?

Subject(s):

Additional physical formats: Online version:: Malcolm McDonald on marketing planningDDC classification:

658.8/02 23

LOC classification:

HF5415.13 .M369157 2017

Other classification:

BUS043000 | BUS063000

Summary: "A primer for marketing professionals and students, the second edition of Malcolm McDonald on Marketing Planning focuseson the practical application of marketing planning. Chapters explainadvertising and sales promotion strategies,price and sales strategies, how to define markets and segments, andhow to set marketing objectives and strategies. This fullyrevised second edition has not only been updated to contain the latest research, but also includes an extensive appendix covering topics such asdigital marketing, advertising, developing new products, and international product planning"-- Provided by publisher.Summary: "A primer for marketing professionals and students, the second edition of Malcolm McDonald on Marketing Planning provides a clear guide to marketing planning. Focussing on the practical application of marketing planning this book will guide readers through the production of a marketing plan that has real world application. Key content includes defining markets and segments, setting marketing objectives and strategies, advertising and sales promotion strategies, and price and sales strategies. With an emphasis on practicality this fully revised second edition has been thoroughly overhauled to contain new content on the essentials of marketing planning and the strategic marketing process"-- Provided by publisher.

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Holdings
Item type	Current library	Call number	Status	Barcode
Books	Marbella International University Centre Library	658.802 MCD mal (Browse shelf(Opens below))	Available	12344

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Revised edition of the author's Malcolm McDonald on marketing planning, 2008.

"A primer for marketing professionals and students, the second edition of Malcolm McDonald on Marketing Planning focuseson the practical application of marketing planning. Chapters explainadvertising and sales promotion strategies,price and sales strategies, how to define markets and segments, andhow to set marketing objectives and strategies. This fullyrevised second edition has not only been updated to contain the latest research, but also includes an extensive appendix covering topics such asdigital marketing, advertising, developing new products, and international product planning"-- Provided by publisher.

"A primer for marketing professionals and students, the second edition of Malcolm McDonald on Marketing Planning provides a clear guide to marketing planning. Focussing on the practical application of marketing planning this book will guide readers through the production of a marketing plan that has real world application. Key content includes defining markets and segments, setting marketing objectives and strategies, advertising and sales promotion strategies, and price and sales strategies. With an emphasis on practicality this fully revised second edition has been thoroughly overhauled to contain new content on the essentials of marketing planning and the strategic marketing process"-- Provided by publisher.

Includes bibliographical references and index.

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