Malcolm McDonald on Marketing Planning

Malcolm McDonald on Marketing Planning

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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.Understanding Marketing Plans and Strategy Malcolm McDonald ... Market research Issue management Key success factors matrix Market research Market segmentation studies BCG matrix Directional policy matrix Downside risk assessmentanbsp;...

Title:Malcolm McDonald on Marketing Planning
Author: Malcolm McDonald
Publisher:Kogan Page Publishers - 2007-11-03

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