Marketing Plans, Fifth Edition: How to prepare them, how to use them [Paperback]

Malcolm McDonald (Author)

Book Description

ISBN-10: 0750656255 | ISBN-13: 978-0750656252 | Publication Date: May 22, 2002 | Edition: 5

Now in its 5th edition Marketing Plans is a highly renowned international bestseller. The book has been thoroughly revised throughout, and every chapter has been carefully updated with special attention paid to the latest developments in e-marketing, CRM and new planning practices.

Marketing Plans is designed as a total, user friendly learning resource. Careful use of layout and colour ensures the text has maximum clarity, and the list of learning features includes:

* Key Concepts * Crucial Terms * Examples * Headlines * Marketing Insights * Case Studies * Exercises

The book is established as essential reading for all serious professional marketers and students of marketing, both undergraduates and those on professional courses for CIM and CAM. Above all it provides a practical, hands-on approach for implementing every single concept included in the text.


An international marketing bestseller

Practical step-by-step guide to marketing planning

Thoroughly revised, with special attention paid to the latest developments in e-marketing, CRM and new planning practices

Editorial Reviews

Review

'...this new edition has the hallmarks of an essential classic marketing text and is already very popular with my students.' Ruth Ashford, Manchester Metropolitan University - Account, December 1995

'It is absolutely essential reading for all academic, practitioners, or anyone
who wishes to inform him or herself about the issue of marketing plans. It
is also an important and clearly written book.'

'I am extremely impressed by the step-by-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 clearly 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 commend it to you!'
John D. Ryans, Jr, Bridgestone Professor of International Business and Professor of International Marketing, Kent State University, Ohio

'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 bestseller 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



--This text refers to an out of print or unavailable edition of this title.

From the Publisher

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 ensure a company achieves its profit targets - is fully explained. There is an additional section which provides a step-by-step 'this is how you do it' guide to devising your own marketing plan, combining the very best of current practice with the necessary theoretical background. Marketers, executives and students studying for CIM and CAM exams will find the application of basic marketing principles to sound business practice invaluable. For tutors, there is a comprehensive resource pack containing OHP masters, chapter-by-chapter tutor notes, examples of real marketing plans, case studies for classroom use and interactive exercises on floppy disks. --This text refers to an out of print or unavailable edition of this title.

See all Editorial Reviews

Product Details

• Paperback: 664 pages
• Publisher: Butterworth-Heinemann; 5 edition (May 22, 2002)
• Language: English
• ISBN-10: 0750656255
• ISBN-13: 978-0750656252
• Product Dimensions: 9.7 x 7.4 x 1.9 inches
• Shipping Weight: 2.6 pounds
• Average Customer Review: 4.4 out of 5 stars  See all reviews (7 customer reviews)
• Amazon Best Sellers Rank: #1,317,012 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

37 of 41 people found the following review helpful:

5.0 out of 5 stars probably the best book on marketing planning ever published, August 6, 1999

By A Customer

This review is from: Marketing Plans, Fourth Edition: How to prepare them, how to use them (Marketing Series (London, England). Professional Development.) (Paperback)

First published in 1984, Marketing Plans is now an international marketing bestseller. Covering the application of basic marketing principles to sound business practice, it is essential reading for marketing practitioners and students the world over. The purpose of this book is quite simply to explain and demonstrate how to prepare and use a marketing plan. To this end, marketing managers and business executives concerned with profitability and sustained growth of their organisations have profitably used it as a practical guide. Clearly and powerfully written with step-by-step lucidity, it is probably the best book on the theory and practice of marketing planning ever published.

Authored by Malcolm McDonald, Professor of Marketing Strategy at the Cranfield School of Management and the acknowledged world authority on marketing planning and strategy, this thoroughly updated and redesigned fourth edition contains new material on growth areas such as key account management and electronic marketing. Its brand new two-colour graphic design with revised page layout and enhanced learning features provides maximum clarity, much like a typical US College textbook. Definitions of important terms and vocabulary are provided as margin notes to allow for smoother, easier reading of the text. Exercises appear at the end of each chapter to translate the theories into action.

This complete learning package focuses on key recent developments in marketing techniques and provides a range of practical marketing tools. The reader is taken through the whole process of marketing planning-from the initial assessment of a company's business plan, to the steps necessary to ensure a company achieves its profit targets. The first 12 chapters help the reader understand both the process and diagnostic tools of marketing planning whilst the final 13th chapter is a clear step-by-step guide to devising your own marketing plan, combining current best practice with the necessary theoretical background.

This book is recommended reading for marketers, executives and students studying for the Chartered Institute of Marketing's Certificate and Diploma examinations. In a nutshell, there is no better book that covers the whole process of marketing planning.

18 of 18 people found the following review helpful:

5.0 out of 5 stars The best Marketing Guide I have seen., September 27, 2001

By 

William A Hill (Dallas, Texas) - See all my reviews

This review is from: Marketing Plans, Fourth Edition: How to prepare them, how to use them (Marketing Series (London, England). Professional Development.) (Paperback)

As the National Director of Marketing for my firm, I read and use many different marketing books, manuals and reports. However, Marketing Plans, by Malcolm H.B. McDonald is the most complete guide I have found for actually designing a comprehensive and effective business plan. The layout of the book makes it useful to the novice as well as the experienced Marketing professional. The information is stated clearly, completely and effectively. In fact, I was so impressed, that I have totally redesigned our corporate marketing and branding plans using the information from this book as the basis for that design. Thanks for all the help Mr. McDonald!!!

10 of 10 people found the following review helpful:

5.0 out of 5 stars Super!, May 24, 2001

By A Customer

Amazon Verified Purchase

This review is from: Marketing Plans, Fourth Edition: How to prepare them, how to use them (Marketing Series (London, England). Professional Development.) (Paperback)

McDonald also wrote Key Account Management (more for salespeople) and co-wrote a smaller, but more difficult book called Marketing Plans the Work. This one (Marketing Plans: How to Write them, How to Use them) is more of a text book, which normally I think would make it more "dry" but in this case it's just the opposite: packed with information, useful exercises and a clear step-by-step approach to writing a real marketing plan. Academically sound but not "academic." Plus it can help you and your company get more of a marketing orientation, or at least understand what a "marketing orientation" is all about.