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Malcolm Mcdonald on Marketing Planning Understanding Marketing Plans and Strategy

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ISBN-10: 0749451491

ISBN-13: 9780749451493

Edition: 2008

Authors: Malcolm McDonald

List price: $24.95
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Description:

Malcolm McDonald on Marketing Planning guides readers through the production of a marketing plan made to work in the real world. With the emphasis on practicality, this book covers the essentials of marketing planning and the strategic marketing process. Key content includes: defining markets and segments, setting marketing objectives and strategies, advertising and sales promotion strategies, and price and sales strategies. Test questions at the end of each chapter aid understanding. Written by an authority on marketing plans, this book is useful for any busy marketing professional who needs a short, sharp revision of their planning skills, or a handy guide to put their plans on the right track.
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Book details

List price: $24.95
Copyright year: 2008
Publisher: Kogan Page, Limited
Publication date: 1/1/2008
Binding: Paperback
Pages: 208
Size: 6.75" wide x 8.50" long x 0.75" tall
Weight: 0.792
Language: English

Important note from the author
Preface
Introduction
Understanding marketing planning
The need for a systematic approach
The difference between strategy and tactics
Question and answers
How marketing planning fits with corporate planning
Questions and answers
The strategic marketing planning process and the marketing plan
Marketing audit
SWOT analyses
Assumptions
Strategy formulation
Strategic marketing plan 'ingredients' and 'recipe'
Questions and answers
Defining markets and segments prior to planning
Questions and answers
Understanding products and services prior to planning
Questions and answers
Setting marketing objectives and strategies
Marketing objectives
Marketing strategies
Questions and answers
Advertising and sales promotion strategies
Advertising strategies
Sales promotion strategies
Questions and answers
Sales strategies
Questions and answers
Price strategies
Questions and answers
Place (distribution and customer service) strategies
Questions and answers
Information and organization
Information
Forecasting
Organization
Questions and answers
Making marketing planning work
Questions and answers
Next steps...
Index