Synopses & Reviews
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.
Review
<BR>“Takes us through the entire process, starting with the fit of marketing planning with corporate planning, marketing audit and formulation of strategy through to development and implementation of the plan.” -- <B>Professional Marketing</B>
Synopsis
As a busy marketing professional or student, you'll find that this information-crammed guide to marketing planning is perfect for you. Snappy and succinct, Malcolm McDonald on Marketing Planning will help you appreciate the benefits of rigorous marketing planning and will guide you 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. With test questions at the end of each chapter to aid understanding, this really is the essential guide to marketing planning. Written by the world-class authority on marketing plans, this book is perfect 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 straight away.
About the Author
Professor Malcolm McDonald enjoys a global reputation as a leading authority on marketing. Emeritus Professor at Cranfield University, he is also Chairman of six companies and works with the operating boards of some of the worlds leading multinationals. He has written over 40 books including Marketing Plans: How to Prepare Them; How to Use Them and Malcolm McDonald on Marketing Planning (also published by Kogan Page), as well as more than 100 articles and papers.
Table of Contents
Important note from the author vii
Preface ix
Introduction 1
1 Understanding marketing planning 7
The need for a systematic approach 9
The difference between strategy and tactics 13
Question and answers 19
2 How marketing planning fits with corporate planning 25
Questions and answers 30
3 The strategic marketing planning process and the marketing plan 37
Marketing audit 38
SWOT analyses 42
Assumptions 44
Strategy formulation 44
Strategic marketing plan ingredients and recipe 46
Questions and answers 49
4 Defining markets and segments prior to planning 55
Questions and answers 60
5 Understanding products and services prior to planning 67
Questions and answers 75
6 Setting marketing objectives and strategies 81
Marketing objectives 81
Marketing strategies 87
Questions and answers 90
7 Advertising and sales promotion strategies 97
Advertising strategies 98
Sales promotion strategies 103
Questions and answers 107
8 Sales strategies 113
Questions and answers 119
9 Price strategies 125
Questions and answers 130
10 Place (distribution and customer service) strategies 137
Questions and answers 143
11 Information and organization 149
Information 150
Forecasting 154
Organization 155
Questions and answers 165
12 Making marketing planning work 171
Questions and answers 183
13 Next steps
191
Index 193