Marketing Plans

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Author :
Publisher : John Wiley & Sons
ISBN 13 : 0470670126
Total Pages : 712 pages
Book Rating : 4.4/5 (76 download)

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Book Synopsis Marketing Plans by : Malcolm McDonald

Download or read book Marketing Plans written by Malcolm McDonald and published by John Wiley & Sons. This book was released on 2011-03-29 with total page 712 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now in its 7th edition, Marketing Plans is a highly renowned international bestseller. The book has been thoroughly revised, and every chapter has been carefully updated with special attention to the latest developments in marketing. To accomplish this, Professor Malcolm McDonald has been joined in this edition by Professor Hugh Wilson, a leading expert on CRM and multichannel strategy as well as marketing planning. Major changes to this edition include new chapters based on the very latest research on: Planning for integrated marketing communications and digital marketing Developing multichannel strategy Developing the CRM plan Marketing effectiveness and accountability Marketing Plans is designed as a tool and a user-friendly learning, resource. Every point illustrated by powerful practical examples and made actionable through simple, step-by-step templates and exercises. The book is established as essential reading for all serious professional marketers and students of marketing, from undergraduate and postgraduate to professional courses for bodies such as CIM. Above all it provides a practical, hands-on guide to implementing every single concept included in the text. "It is clearly and powerfully written and is probably the best book on the theory and practice of marketing planning ever written. It is a best-seller in Europe and I strongly recommend the book to anyone with an interest in marketing planning." —Warren J. Keegan, Professor of International Business and Marketing Director, Institute for Global Business Strategy, Pace University, New York "I am extremely impressed by the step lucidity of what is presented." —Dr D. H. Eaton, North Carolina University "A book reaching the quantities sold of Marketing Plans must be a book that is really used. It is not difficult to see why. Malcolm McDonald writes about what to do in marketing and how to do it. Unlike many academic marketing writers, he will never let you forget that marketing ends with –ing." —Kenneth Simmonds, Professor of Marketing and International Business, London Business School "Malcolm McDonald is clearly one of the most respected Professors of Marketing in Europe and the author of a number of outstanding books. The fact that Marketing Plans has been such a massive seller offers testimony of this. McDonald writes with clarity and insight that is becoming increasingly rare today. It is powerful, up to date and has proved that it works. I recommend it to you!" —John D. Ryans, Jr, Bridgestone Professor of International and Professor of International Marketing, Kent State University, Ohio

Malcolm McDonald on Marketing Planning

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Author :
Publisher : Kogan Page Publishers
ISBN 13 : 0749451491
Total Pages : 208 pages
Book Rating : 4.7/5 (494 download)

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Book Synopsis Malcolm McDonald on Marketing Planning by : Malcolm McDonald

Download or read book Malcolm McDonald on Marketing Planning written by Malcolm McDonald and published by Kogan Page Publishers. This book was released on 2007 with total page 208 pages. Available in PDF, EPUB and Kindle. Book excerpt: Presents the essentials of marketing plans and the strategic marketing planning process including, defining markets and segments, setting marketing objectives and strategies, advertising and sales promotion strategies, and price and sales strategies.

Marketing Plans

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Author :
Publisher : John Wiley & Sons
ISBN 13 : 1119943132
Total Pages : 183 pages
Book Rating : 4.1/5 (199 download)

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Book Synopsis Marketing Plans by : Malcolm McDonald

Download or read book Marketing Plans written by Malcolm McDonald and published by John Wiley & Sons. This book was released on 2012-03-05 with total page 183 pages. Available in PDF, EPUB and Kindle. Book excerpt: An imaginative, witty, original but deadly serious introduction to all the concepts you need in marketing today. Successful executives know that marketing as a process and an orientation is a necessity for understanding where a company needs to go and how to get there. It's not difficult to spot those organizations that have failed to adopt a marketing approach! In order for managers and students to quickly grasp the key principles, one of the world's leading marketing educators, Malcolm McDonald, has teamed up with expert cartoonist and educational designer, Peter Morris, to create this short, unique and powerful guide. Using black and white cartoons and graphics packed with ideas and examples, Marketing Plans: A Complete Guide in Pictures is a highly accessible primer that is both a rigorous and serious introduction to the subject for those discovering marketing for the first time, and a versatile companion for more experienced professionals. This book is based on the international bestseller Marketing Plans: How to Prepare Them, How to Use Them by Malcolm McDonald and Hugh Wilson (Wiley).

Marketing Plans

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Author :
Publisher : John Wiley & Sons
ISBN 13 : 111921713X
Total Pages : 643 pages
Book Rating : 4.1/5 (192 download)

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Book Synopsis Marketing Plans by : Malcolm McDonald

Download or read book Marketing Plans written by Malcolm McDonald and published by John Wiley & Sons. This book was released on 2016-11-21 with total page 643 pages. Available in PDF, EPUB and Kindle. Book excerpt: A fully revised and updated 8th edition of the highly renowned international bestseller The 8th edition of this highly acclaimed bestseller is thoroughly revised with every chapter having been updated with special attention to the latest developments in marketing. Marketing Plans is designed as a tool and a user–friendly learning resource. Every point illustrated by powerful practical examples and made actionable through simple, step–by–step templates and exercises. The book is established as essential reading for all serious professional marketers and students of marketing, from undergraduate and postgraduate to professional courses for bodies such as CIM. Above all it provides a practical, hands–on guide to implementing every single concept included in the text. New chapters and content include: A ‘Does it Work’ feature throughout demonstrating examples of real successes using the processes in the book More substantial coverage of consumer behaviour to balance the book’s focus with B2B planning Digital techniques and practices brought fully up to date Also includes a comprehensive online Tutors’ Guide and Market2Win Simulator for those who teach marketing strategy

Strategic Marketing Planning

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Publisher : Routledge
ISBN 13 : 1136435255
Total Pages : 544 pages
Book Rating : 4.1/5 (364 download)

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Book Synopsis Strategic Marketing Planning by : Richard M.S. Wilson

Download or read book Strategic Marketing Planning written by Richard M.S. Wilson and published by Routledge. This book was released on 2010-05-04 with total page 544 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategic Marketing Planning concentrates on the critical planning aspects that are of vital importance to practitioners and students alike. It has a clear structure that offers a digest of the five principal dimensions of the strategic marketing planning process. Leading authors in this sector, Gilligan and Wilson offer current thinking in marketing and consider the changes it has undergone over the past few years. Updated information in this new edition includes: * Changing corporate perspectives on the role of strategic marketing activity * Changing social structures and the rise of social tribes * The significance of the new consumer and how the new consumer needs to be managed * New thinking on market segmentation * Changing routes to market * Developments in e-marketing * Changing environmental structures and pressures

Marketing Plans That Work

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Author :
Publisher : Butterworth-Heinemann
ISBN 13 : 9780750673075
Total Pages : 268 pages
Book Rating : 4.6/5 (73 download)

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Book Synopsis Marketing Plans That Work by : Malcolm McDonald

Download or read book Marketing Plans That Work written by Malcolm McDonald and published by Butterworth-Heinemann. This book was released on 2002 with total page 268 pages. Available in PDF, EPUB and Kindle. Book excerpt: This practical step-by-step guide to successfully preparing and executing a marketing plan combines the very best of current practice with necessary theoretical and technical background.

Marketing Accountability

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Publisher : Kogan Page Publishers
ISBN 13 : 074946335X
Total Pages : 304 pages
Book Rating : 4.7/5 (494 download)

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Book Synopsis Marketing Accountability by : Malcolm McDonald

Download or read book Marketing Accountability written by Malcolm McDonald and published by Kogan Page Publishers. This book was released on 2011-01-03 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: No CEO or CFO wants to hear that their marketing investment was a gamble, and greater accountability for marketing expenditure is one of the biggest issues facing the marketing community today. Marketing Accountability by Malcolm McDonald and Peter Mouncey is a major breakthrough for marketing and essential reading for any marketing professional. Based on seven years' research into global best practice in marketing, it introduces a marketing metrics model that will help you to measure marketing effectiveness, align marketing activities with corporate strategy and deliver accountability. Marketing Accountability will enable senior executives to measure the impact of marketing activities against the goals of an organization, and empower marketers to justify their actions to both CEOs and their Chief Financial Officers.

Marketing Plans

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Publisher :
ISBN 13 : 9780531095904
Total Pages : 216 pages
Book Rating : 4.0/5 (959 download)

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Book Synopsis Marketing Plans by : Malcolm McDonald

Download or read book Marketing Plans written by Malcolm McDonald and published by . This book was released on 1985-01-01 with total page 216 pages. Available in PDF, EPUB and Kindle. Book excerpt: Demonstrates how to conduct a marketing audit, discusses short- and long-term goals, and offers practical advice on strategy, advertising, sales promotions, pricing, and distribution

How Come Your Marketing Plans Aren't Working?

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Author :
Publisher : Kogan Page Publishers
ISBN 13 : 9780749437268
Total Pages : 218 pages
Book Rating : 4.4/5 (372 download)

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Book Synopsis How Come Your Marketing Plans Aren't Working? by : Malcolm McDonald

Download or read book How Come Your Marketing Plans Aren't Working? written by Malcolm McDonald and published by Kogan Page Publishers. This book was released on 2002 with total page 218 pages. Available in PDF, EPUB and Kindle. Book excerpt: With more than a quarter million copies sold world-wide of his acclaimed book Marketing Plans, Malcolm McDonald is in a unique position to write this -- his first -- quick-fix guide for busy practitioners who need results now. He has pared down the detailed advice originally found in his 500-page tome to give readers a concise guide to the essentials of what makes a plan work. He sets a challenge for readers to test their own understanding with a series of exercises and looks at the problems of marketing planning, the common obstacles and advises on how to overcome them. This is a little book with big ambition -- to help managers help themselves to deliver marketing plans that deliver results.Contents include: understanding marketing planning; how marketing planning fits with corporate planning; the marketing planning process and its output -- the plan; defining markets and segments prior to planning and lots more. Copyright © Libri GmbH. All rights reserved.

Marketing Plan

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Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (851 download)

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Book Synopsis Marketing Plan by : Malcolm McDonald

Download or read book Marketing Plan written by Malcolm McDonald and published by . This book was released on 1990 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Market Segmentation

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Publisher : Bloomsbury Publishing
ISBN 13 : 1349265918
Total Pages : 393 pages
Book Rating : 4.3/5 (492 download)

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Book Synopsis Market Segmentation by : Malcolm McDonald

Download or read book Market Segmentation written by Malcolm McDonald and published by Bloomsbury Publishing. This book was released on 1998-06-17 with total page 393 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is a major revision of the highly successful first edition of Market Segmentation. In today's marketplace, effectively segmenting the market in order to target profitable customers is key to many companies' own profitability and growth. First published in 1995, this book was the first of its kind to help practitioners tackle this issue head on, providing step-by-step guidance through the difficult terrain of market segmentation. Since its publication the authors have further extended their experience, working with numerous international companies successfully segmenting their markets, experience which is reflected in this edition. Market Segmentation, 2nd edition is written in an even more accessible style and incorporates valuable lessons learnt from working with a wide range of companies in a variety of markets over many years. Containing a new worked case study, this book provides practical guidance to the subject and is a must-read for all business professionals.

Marketing in a Nutshell

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Publisher : Elsevier
ISBN 13 : 0080468551
Total Pages : 305 pages
Book Rating : 4.0/5 (84 download)

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Book Synopsis Marketing in a Nutshell by : Mike Meldrum

Download or read book Marketing in a Nutshell written by Mike Meldrum and published by Elsevier. This book was released on 2007-03-08 with total page 305 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 standalone summaries of key marketing principles, concepts, tools and techniques Credible and expert marketing insights from leading marketing consultants especially for non-specialists

The Complete Marketer

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Publisher : Kogan Page Publishers
ISBN 13 : 0749466774
Total Pages : 336 pages
Book Rating : 4.7/5 (494 download)

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Book Synopsis The Complete Marketer by : Malcolm McDonald

Download or read book The Complete Marketer written by Malcolm McDonald and published by Kogan Page Publishers. This book was released on 2013-05-03 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: What is 'the marketing mix'? Is marketing a concept, function or process? How do you construct a good SWOT analysis? What are the strategic marketing benefits of key account management? The Complete Marketer is a solid introduction to the marketing discipline, which is broken down into easily digestible chapters on topics such as digital marketing, understanding consumers, understanding markets, market audits, segmentation, sales forecasting, mobile marketing, advertising and PR, and managing a sales team. It features clear diagrams and definitions throughout to make concepts easy to understand. Malcolm McDonald and Mike Meldrum have simplified the discipline of marketing by translating jargon and creating an encyclopedia of marketing terms, concepts and fundamentals. It applies the authors' marketing expertise to every aspect of the marketing mix, making The Complete Marketer an invaluable resource for general managers, non-qualified marketers and students studying marketing as part of a broader degree.

Marketing Navigation

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Publisher :
ISBN 13 : 9781908999238
Total Pages : 0 pages
Book Rating : 4.9/5 (992 download)

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Book Synopsis Marketing Navigation by : Edmund Bradford

Download or read book Marketing Navigation written by Edmund Bradford and published by . This book was released on 2012 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Billions of dollars are lost from marketing plans that fail to get implemented properly. This book draws upon fresh research, new technology and decades of experience to help marketers improve their chances of success. it proposes a practical marketing navigation system to help businesses ensure their plan identifies risks and delivers targets.

Marketing Plans for Service Businesses

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Publisher : Elsevier
ISBN 13 : 075066746X
Total Pages : 416 pages
Book Rating : 4.7/5 (56 download)

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Book Synopsis Marketing Plans for Service Businesses by : Malcolm McDonald

Download or read book Marketing Plans for Service Businesses written by Malcolm McDonald and published by Elsevier. This book was released on 2006 with total page 416 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'Marketing Plans for Service Businesses' is the answer to the challenge of creating marketing plans that produce significantly improved bottom-line results. It is written in a pragmatic style and each chapter has examples of marketing planning in practice.

Marketing Plans

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Author :
Publisher : Butterworth-Heinemann
ISBN 13 : 0750683864
Total Pages : 704 pages
Book Rating : 4.7/5 (56 download)

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Book Synopsis Marketing Plans by : Malcolm McDonald

Download or read book Marketing Plans written by Malcolm McDonald and published by Butterworth-Heinemann. This book was released on 2007 with total page 704 pages. Available in PDF, EPUB and Kindle. Book excerpt: A handbook for marketing planning.

Marketing Planning for Services

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Author :
Publisher : Routledge
ISBN 13 : 1136016023
Total Pages : 372 pages
Book Rating : 4.1/5 (36 download)

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Book Synopsis Marketing Planning for Services by : Adrian Payne

Download or read book Marketing Planning for Services written by Adrian Payne and published by Routledge. This book was released on 2012-11-12 with total page 372 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Planning for Services is the answer to the challenge of creating marketing plans that produce significantly improved bottom-line results. It is written in a pragmatic, action-orientated style and each chapter has examples of marketing planning in practice. The authors highlight key misunderstandings about marketing and the nature of services and relationship marketing. The marketer is taken step-by-step through the key phases of the marketing planning process and alerted to the barriers that can prevent a service organisation being successful in introducing marketing planning. Practical frameworks and techniques are suggested for undertaking the marketing planning process and implementing the principles covered. The world renowned authors also tackle key organisational aspects relating to marketing planning which can have a profound impact on its ultimate effectiveness. These include: marketing intelligence systems; market research; organisation development stages; marketing orientation. Marketing Planning for Services is for marketers in the service sector and students of marketing.