A primer for marketing professionals and students, the second edition of Malcolm McDonald On Marketing Planning provides a clear guide to marketing planning. Focusing 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.
Online resources include multiple templates as a practical toolkit for marketing planning.
Section - 01: Let's get real;
Section - 02: Getting rid of that big managerial nonsense;
Section - 03: Understand the real meaning of customer value;
Section - 04: A very practical way to begin planning a profitable future;
Section - 05: Market segmentation;
Section - 06: What do our customers want?;
Section - 07: How to set marketing objectives;
Section - 08: How to set marketing strategies;
Section - 09: A step-by-step strategic planning system;
Section - 10: How to deal with adversity;
