Marketing Plans How to Prepare Them, How to Use Them

Marketing Plans, Seventh Edition presents a practical, no-nonsense style and approach that helps and encourages practicing managers with the difficult task of marketing planning. This helpful text illustrates the process of preparing a marketing plan, how to manage that process, and how to put the plan in action. The new edition has been thoroughly updated with contemporary thinking and includes new information on multi-channel integration and other new electronic routes to market. All case material and examples have also been revised.

Malcolm McDonalds presents a practical, no-nonsense style and approach that helps and encourages practising managers with the difficult task of marketing planning.  He demonstrates how to prepare and use a marketing plan.  One of the key benefits of the book is that it discusses the contextual issues that have to be considered that make marketing planning one of the most baffling of all management problems eg: when it should be done, how often, by whom, and how?; is it different in a large and a small company?; is it different in a diversified and an undiversified company?; is it different in an international and a domestic company?; what is the role of the chief executive?; what is the role of the planning department?; should marketing planning be top-down or bottom-up?; what is the relationship between operational (one yr) and strategic (longer-term) planning?