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I recommend it to you! Stay ahead with the world's most comprehensive technology and business learning platform. With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more. Start Free Trial No credit card required. View table of contents. Start reading. 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.

Malcolm McDonald on Marketing Planning by Malcolm McDonald | Waterstones

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. About the Author Professor Malcolm McDonald enjoys a global reputation as a leading authority on marketing.

He has been consultant to many major companies from the United Kingdom, Europe, USA, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability.

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Malcolm is also Chairman of numerous companies and works with the operating boards of some of the world's leading multinationals on all continents. He has written more than 40 books including the best-selling Marketing Plans: How to prepare them, how to use them. Help Centre.


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