Marketing plans : how to prepare them, how to use them / Malcolm McDonald, Hugh Wilson.

by McDonald, Malcolm [author.]Looking glass; Wilson, Hugh, 1962- [author.]Looking glass.

Publisher: Chichester, England : Wiley, 2011.Edition: Seventh edition.Description: xvi, 573 pages : colour illustrations ; 25 cm.ISBN: 9780470669976; 0470669977.Subject(s): Marketing -- ManagementLooking glass | Marketing -- PlanningLooking glassNote: Previous ed: 2007Note: Includes bibliographical references and index. Summary: "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."-- Provided by publisher.Alternative form: Electronic version: 9780470670163
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Enhanced descriptions from Syndetics:

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

Previous ed: 2007

Includes bibliographical references and index.

"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."-- Provided by publisher.

Author notes provided by Syndetics

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.

Other editions of this work

No cover image available Marketing plans : by McDonald, Malcolm ©2002
No cover image available Marketing plans : by McDonald, Malcolm ©1989
No cover image available Marketing plans by McDonald, Malcolm ©2007

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