Marketing Plans: How to Prepare Them, How to Use Them / Edition 7

Paperback (Print)
Buy New
Buy New from BN.com
$48.75
Used and New from Other Sellers
Used and New from Other Sellers
from $37.01
Usually ships in 1-2 business days
(Save 43%)
Other sellers (Paperback)
  • All (14) from $37.01   
  • New (11) from $37.01   
  • Used (3) from $48.74   

Overview

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

Audience: Marketing Managers and Business Executives; CIM/CAM students; Business Studies Students.

Read More Show Less

Editorial Reviews

Booknews
McDonald (Cranfield School of Management) explains the marketing planning process, the marketing audit, setting objectives and strategies, the communications plan, the pricing plan, the distribution plan, and the customer service plan. The fourth edition adds new material on key account management and electronic marketing. Annotation c. Book News, Inc., Portland, OR (booknews.com)
Read More Show Less

Product Details

  • ISBN-13: 9780470669976
  • Publisher: Wiley
  • Publication date: 4/19/2011
  • Edition number: 7
  • Pages: 592
  • Sales rank: 1,064,074
  • Product dimensions: 9.50 (w) x 7.22 (h) x 1.19 (d)

Meet the Author

Professor Malcolm McDonald was recently cited as one of the top marketing gurus in the world, along with Philip Kotler and Michael Porter and, in a 2006 Times HE piece, he was named as one of the top ten consultants in the UK. He is now Emeritus Professor at Cranfield University School of Management where, until recently, he was Professor of Marketing and Deputy Director. Formerly Marketing Director of Canada Dry, he is Chairman of six companies and works with many of the operating boards of the world's biggest multinationals on every continent. He is the author of over 40 books, many of which have been translated into several foreign languages and has published hundreds of articles and papers.
Although retiring from his teaching role, Malcolm continues to research and teach at Cranfield and other universities around the world and to promote himself via speaking engagements, visiting lectures, and consultancy. He is determined to keep this, his most revered publication, alive and kicking. He has thought long and hard about a succession plan for the book and has invited Professor Hugh Davies, also of Cranfield University School of Management, to assist him in the current update, with a view to Hugh taking the reigns of the book's development into the future.

Hugh Wilson is Professor of Strategic Marketing and Director of the Customer Management Forum at Cranfield School of Management, and an influential author, speaker and consultant in marketing and IT. Hugh is listed in the Chartered Institute of Marketing's global 'Guru Gallery' of 'the 50 leading marketing thinkers alive today'. He has extensive industrial experience, including thirteen years in the IT industry working for IBM, Logica, Artificial Intelligence Ltd and NCR in marketing, consulting and business development. He now spends much of his time working with companies such as IBM, Lloyds TSB, BT, Taylor Woodrow and Skandia on marketing planning, e-commerce, CRM and multi-channel marketing, as well as teaching on these topics in Cranfield. His books and management reports include the bestselling 'e-marketing' (1999), 'Profiting from eCRM' (2001), and 'Marketing Strategy in the digital age' (2001), all published by FT Prentice Hall. 'The New Marketing' (with Malcolm McDonald), was published in 2002. He was recently honoured by the DTI as one of the "Internet Decade" list of the hundred individuals who have had most influence over the development of e-commerce, according to an NOP poll. He writes regularly for academic and practitioner journals. His latest book 'The Multichannel Challenge' (with Rod Street and Lindsay Bruce) was published in March 2008.

Read More Show Less

Table of Contents

Preface and Acknowledgements.

How to Use This Book to Achieve the Best Results.

Learning Features.

Tutor's Guide.

An Important Note to the Reader from the Authors.

Chapter 1 Understanding the Marketing Process.

Chapter 2 The Marketing Planning Process: 1 The Main Steps.

Chapter 3 The Marketing Planning Process: 2 Removing the Myths.

Chapter 4 Completing the Marketing Audit: 1 The Customer and Market Audit.

Chapter 5 Completing the Marketing Audit: 2 The Product Audit.

Chapter 6 Setting Marketing Objectives and Strategies.

Chapter 7 The Integrated Marketing Communications Plan.

Chapter 8 The Sales Plan.

Chapter 9 The Pricing Plan.

Chapter 10 The Multichannel Plan: The Route to Market.

Chapter 11 The Customer Relationship Management Plan.

Chapter 12 Implementation Issues in Marketing Planning.

Chapter 13 Measuring the Effectiveness of Marketing Planning.

Chapter 14 A Step-by-Step Marketing Planning System.

Index.

Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)