Authors:Malcolm H. B. McDonald, M. McDonald,
Publisher: Kogan Page
Keywords: planning, marketing, strategic
Number of Pages: 224
Published: 2000-01-01
List price: $24.95
ISBN-10: 0749420960
ISBN-13: 9780749420963

Whilst there are a number of books available on marketing planning, they are predominantly "how to" texts: this book is a serious and in-depth treatment of the specialist aspects of marketing planning. The various topics dealt with include a review of marketing strategy which examines the main strategic planning tools; competitive marketing strategy, which explains and reviews the concepts and applications; marketing planning and corporate culture; expert systems in strategic marketing planning; and the role of marketing in the future - the challenges for business and management education.

Author: Malcolm McDonald
Publisher: Kogan Page
Keywords: marketing, plans, strategy, understanding, planning, mcdonald, malcolm
Number of Pages: 208
Published: 2008-01-01
List price: $24.95
ISBN-10: 0749451491
ISBN-13: 9780749451493

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

Author: Malcolm McDonald
Publisher: Butterworth-Heinemann
Keywords: prepare, sixth, plans, marketing
Number of Pages: 704
Published: 2007-04-27
List price: $50.95
ISBN-10: 0750683864
ISBN-13: 9780750683869

Marketing Plans is simply the definitive guide to making plans that work. Adopting a ’this is how you do it approach’ McDonald takes you through the painstaking process of marketing planning, while also providing a detailed means of implementing all the concepts introduced. The differences between processes, methods, strategic and tactical planning is made clear and the latest thinking in marketing incorporated.This is an essential title for all serious professional marketers and students of marketing, both undergraduates and those on professional courses for CIM and CAM. Above al

Author: Malcolm McDonald
Publisher: Butterworth-Heinemann
Keywords: marketing, england, professional, development, london, series, plans, fourth, prepare
Number of Pages: 578
Published: 1999-06-01
List price: $49.99
ISBN-10: 0750641169
ISBN-13: 9780750641166

At last marketing managers and business executives concerned with profitability and sustained growth of their organisation have at their fingertips a practical guide which tells them how to prepare and use a marketing plan. In this new edition of Marketing Plans, one of the world’s leading marketing educators has greatly expanded his book to include the key recent developments in marketing techniques and a range of practical marketing tools. In Marketing Plans, the whole process of marketing planning - from initial assessment of a company’s business plan to the steps necessary to

Authors:Malcolm McDonald, Ian Dunbar,
Publisher: Butterworth-Heinemann
Keywords: profit, segmentation, market
Number of Pages: 512
Published: 2004-10-15
List price: $48.95
ISBN-10: 0750659815
ISBN-13: 9780750659819

* McDonald and Dunbar are the leading author team in this area* Segmentation and marketing mapping are core areas of the marketing syllabus, and there is much that is new as a result of the new segmentation possibilities from e-marketing and e-business* The book has a textbook feel, which highlights the diagrams and market maps (key elements of the book)This is a key book, in a vital area. The Butterworth-Heinemann edition of what was previously published by MacMillian, is a thoroughly revised and updated version.* Highly developed and well illustrated treatment of a key marketing technique* U

Authors:Mike Meldrum, Malcolm McDonald,
Publisher: Butterworth-Heinemann
Keywords: non, specialists, concepts, key, nutshell, marketing
Number of Pages: 320
Published: 2007-03-22
List price: $32.95
ISBN-10: 0750681330
ISBN-13: 9780750681339

Marketing in a nutshell is an easy-to-use quick reference source for non-marketing specialists. Designed as a dip-in guide, this accessible book will be invaluable to general managers, non-qualified marketers and students taking a module in marketing alongside their other studies. Marketing in a nutshell makes the authors’ marketing know-how and expert insights accessible to all. *Dip-in reference format makes a comprehensive powerhouse of marketing knowledge available to every non-marketing manager at a moment’s notice*Concise, easy-to-read st

Authors:Leslie de Chernatony, Malcolm McDonald,
Publisher: Butterworth-Heinemann
Keywords: third, brands, powerful, creating
Number of Pages: 496
Published: 2003-11-05
List price: $50.95
ISBN-10: 0750659807
ISBN-13: 9780750659802

This is the third edition of one of world’s most respected and successful books on branding. Written by an internationally acclaimed branding expert and author of From Brand Vision to Brand Evaluation, it has been comprehensively revised and updated with a raft of new cases and examples. The book gives the professional and the student a deep understanding of the functioning and management of the modern brand and contains: * Powerful analysis of new areas such as e-branding and e-marketing * A completely new set of advertising and brand images to illustrate key points * A powerful analysi