Marketing Plans

Beschreibung

Now in its 7th edition, Marketing Plans isa highly renowned international bestseller. The book has beenthoroughly revised, and every chapter has been carefully updatedwith special attention to the latest developments in marketing. Toaccomplish this, Professor Malcolm McDonald has been joined in thisedition by Professor Hugh Wilson, a leading expert on CRM andmultichannel strategy as well as marketing planning. Major changes to this edition include new chapters based on thevery latest research on: * Planning for integrated marketing communications and digitalmarketing * Developing multichannel strategy * Developing the CRM plan * Marketing effectiveness and accountability Marketing Plans is designed as a tool and auser-friendly learning, resource. Every point illustrated bypowerful practical examples and made actionable through simple,step-by-step templates and exercises. The book is established as essential reading for all seriousprofessional marketers and students of marketing, fromundergraduate and postgraduate to professional courses for bodiessuch as CIM. Above all it provides a practical, hands-on guide toimplementing every single concept included in the text. "It is clearly and powerfully written and is probably the bestbook on the theory and practice of marketing planning ever written.It is a best-seller in Europe and I strongly recommend the book toanyone with an interest in marketing planning." --Warren J. Keegan, Professor of International Business andMarketing Director, Institute for Global Business Strategy, PaceUniversity, New York "I am extremely impressed by the step lucidity of what ispresented." --Dr D. H. Eaton, North Carolina University "A book reaching the quantities sold of Marketing Plansmust 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 doit. Unlike many academic marketing writers, he will never let youforget that marketing ends with -ing." --Kenneth Simmonds, Professor of Marketing andInternational Business, London Business School "Malcolm McDonald is clearly one of the most respectedProfessors of Marketing in Europe and the author of a number ofoutstanding books. The fact that Marketing Plans has beensuch a massive seller offers testimony of this. McDonald writeswith clarity and insight that is becoming increasingly rare today.It is powerful, up to date and has proved that it works. Irecommend it to you!" --John D. Ryans, Jr, Bridgestone Professor of Internationaland Professor of International Marketing, Kent State University,Ohio

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Malcolm McDonald

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Business & Management Marketing Marketing & Sales Marketing u. Vertrieb Wirtschaft u. Management

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