Marketing Plans: How to Prepare Them, How to Use Them

Overview

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' ...
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Marketing Plans: How to Prepare Them, How to Use Them

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Overview

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.

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

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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)
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Product Details

  • ISBN-13: 9780750656252
  • Publisher: Elsevier Science & Technology Books
  • Publication date: 5/28/2002
  • Edition description: Older Edition
  • Edition number: 5
  • Pages: 630
  • Product dimensions: 7.20 (w) x 9.60 (h) x 1.30 (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.

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Table of Contents

Preface and acknowledgements
How to use this book to achieve the best results
Learning features
An important note to the reader from the author
1 Understanding the marketing process 1
2 The marketing planning process: 1 The main steps 25
3 The marketing planning process: 2 Removing the myths 67
4 Completing the marketing audit: 1 The customer and market audit 101
5 Completing the marketing audit: 2 The product audit 171
6 Setting marketing objectives and strategies 255
7 The communication plan: 1 The advertising and sales promotion plans 311
8 The communication plan: 2 The sales plan 341
9 The pricing plan 375
10 The distribution plan and customer service plan 405
11 Marketing information, forecasting and organizing for marketing planning 447
12 Implementation issues in marketing planning 525
13 A step-by-step marketing planning system 561
Index 625
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