Screen LibraryMalcolm McDonald on marketing planning : understanding marketing plans and strategy /
"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,...
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| Main Authors: | |
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| Published: |
Kogan Page Limited,
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| Publisher Address: | London : |
| Publication Dates: | 2017. |
| Literature type: | Book |
| Language: | English |
| Edition: | 2nd edition. |
| Subjects: | |
| 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"-- "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"-- |
| Item Description: |
Revised edition of the author's Malcolm McDonald on marketing planning, 2008. Includes index. |
| Carrier Form: | x, 177 pages : illustrations, forms ; 24 cm |
| ISBN: |
9780749478216 (paperback) : 0749478217 (paperback) 9780749478223 (eISBN) 0749478225 (eISBN) |
| Index Number: | HF5415 |
| CLC: | F713.5 |
| Call Number: | F713.5/M135-4/2nd ed. |
| Contents: | Let's get real -- Getting rid of that big managerial nonsense -- Understand the real meaning of customer value -- A very practical way to begin planning a profitable future -- Market segmentation : crucial to understanding your market and how it works -- What do our customers want? -- How to set marketing objectives -- How to set marketing strategies -- A step-by-step strategic planning system -- How to deal with adversity. |