How Come Your Marketing Plans Aren't Working ?: The Essential Guide to Marketing Planning (If You're So Brilliant) - Softcover

McDonald, Malcolm

Softcover

ISBN 10: 074943726X ISBN 13: 9780749437268

Publisher: Kogan Page, 2002

Synopsis

A quick-fix guide to marketing for busy practitioners. Malcolm McDonald has pared down the detailed advice in his 500-page text, "Marketing Plans", to give readers a concise introduction 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 and the common obstacles, with advice on how to overcome them. Topics covered 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; understanding products and services; setting marketing objectives and strategies; advertising and sales promotion strategies; sales strategies; pricing strategies; place (distribution and customer service) strategies; information and organization; and making marketing planning work.

About this title

About the Author

<b>Professor Malcolm McDonald</b> enjoys a global reputation as a leading authority on marketing. He was until recently Professor of Marketing and Deputy Director at Cranfield University School of Management, and is now an Emeritus Professor at the University as well as being an Honorary Professor at Warwick Business School. He has been consultant to many major companies from the United Kingdom, Europe, USA, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability. Malcolm is also Chairman of six companies and works with the operating boards of some of the world's leading multinationals on all continents. He has written over 40 books including the best-selling Marketing Plans: How to prepare them, how to use them.

From the Back Cover

Brilliant people love to be challenged. That s why you re attracted to this book. But behind all that brilliance, there s something bothering you. Your marketing plans look good but are not quite hitting the spot. They seem to fall short of their objectives

Sound familiar? Want to know where you re going wrong? Want to deliver marketing plans that deliver results? Then you need this book.

But don t expect an easy ride. Malcolm McDonald s guide is fast-paced and provocative, yet highly disciplined in its approach. You won t find here platitudes and quick-fix solutions. What you will find is a series of challenging, systematic tests and exercises that will enable you to analyse why your marketing plans aren t working and what you have to do to ensure they do. Stay on board and you ll find out everything you need to know about:

how marketing planning fits with corporate planning;
what the marketing planning process should involve;
defining markets and segments prior to planning;
what its output the plan should contain;
setting marketing objectives and strategies;
strategies for sales, advertising, pricing, sales promotion, distribution and customer service;
making marketing planning work.

This little book is an invaluable distillation of all Malcolm McDonald s unique knowledge, experience and expertise. Use it wisely and see how marketing planning can really pay off for your company.

Edition details

• Publisher: Kogan Page
• Publication date: 2002
• Language: English
• ISBN 10: 074943726X
• ISBN 13: 9780749437268
• Binding: Paperback
• Edition number: 1
• Number of pages: 208