Marketing Plans: How to Prepare Them, How to Use Them
| Author | : | |
| Rating | : | 4.25 (921 Votes) |
| Asin | : | 0470669977 |
| Format Type | : | paperback |
| Number of Pages | : | 592 Pages |
| Publish Date | : | 2014-05-25 |
| Language | : | English |
DESCRIPTION:
He was recently honoured by the DTI as one of the "Internet Decade" list of the hundred individuals who have had most influence over the development of e-commerce, according to an NOP poll. Professor Malcolm McDonald was recently cited as one of the top marketing gurus in the world, along with Philip Kotler and Michael Porter and, in a 2006 Times HE piece, he was named as one of the top ten consultants in the UK. His latest book 'The Multichannel Challenge' (with Rod Street an
First marketing book you should read: just one annoyance Carlo Bazzo As I first got interested in marketing I started to browse several marketing books, particularly those about the process of writing a marketing plan. Now after a bit of experience I understand I should have started with this book. Maybe it is not the most practical, operational, pragmatic book out there but in the long run you will find yourself. "Marketing Plans: How to Prepare Them, How to Use Them" according to Sarah MFA student. This was not a helpful book for my purposes. This is a book about big corporation marketing. But I needed to know more about general small business marketing. So it wasn't helpful at all. Not to mention that formatting of this book was absolutely horrid. It made it even harder to read because there were times there are no spaces between punctuat. "Great book" according to SimplyDigiM. Having a comprehensive Marketing plan is key to the success of any business and this book by Malcolm McDonald and Hugh Wilson is excellent. I bought it to supliment my CIM Professional Deploma in Marketing and have round it to be thorough and interesting. The best thing for me, is it gets you thinking differently about business. It is a fairly h
I recommend it to you!" —John D. Malcolm McDonald writes about what to do in marketing and how to do it. Above all it provides a practical, hands-on guide to implementing every single concept included in the text."It is clearly and powerfully written and is probably the best book on the theory and practice of marketing planning ever written. Eaton, North Carolina University"A book reaching the quantities sold of Marketing Plans must be a book that is really used. It is a best-seller in Europe and I strongly recommend the book to anyone with an interest in marketing planning." —Warren J. Major changes to this edition include new chapters based on the very latest research on:Planning for integrated marketing communications and digital marketingDeveloping multichannel strategyDeveloping the CRM planMarketing effectiveness and accountabilityMarketing Plans is designed as a tool and a user-friendly learning, resource. H. Every point illustrated by powerful practical examples and made actionable through simple, step-by-step templates and exercises.The book is established as essential reading for all serious professional marketers and students of marketing, from un
Each exercise helps the reader to translate the theory into practice and reinforces the learning gained from each chapter. From the Inside Flap MARKETING PLANS Seventh Edition is packed with full pedagogical features: Summary: Each chapter begins with bullet points which highlight the main features and learning to be covered.Key Concepts: Principal marketing ideas and themes are highlighted as snapshots throughout the text.Crucial Terms: Concise definitions of important terms and vocabulary are provided in the margin to allow for a smoother, easier reading of the text.Examples: Provide additional illustrative marketing accounts to contextualize learning.Marketing Insights: Real-life marketing anecdotes contextualize learning.Headlines: Highlights taken from the text as marginalized notes bring important points to the attention of the reader.Case Studies: In-depth studies of mark