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    Marketing Plans: How to prepare them, how to profit from them
    Unavailable
    Marketing Plans: How to prepare them, how to profit from them
    Unavailable
    Marketing Plans: How to prepare them, how to profit from them
    Ebook1,435 pages17 hours

    Marketing Plans: How to prepare them, how to profit from them

    By Malcolm McDonald and Hugh Wilson

    5/5

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    Currently unavailable

    Currently unavailable

    About this ebook

    A fully revised and updated 8th edition of the highly renowned international bestseller

    The 8th edition of this highly acclaimed bestseller is thoroughly revised with every chapter having been updated with special attention to the latest developments in marketing.

    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.

    New chapters and content include:

    • A ‘Does it Work’ feature throughout demonstrating examples of real successes using the processes in the book
    • More substantial coverage of consumer behaviour to balance the book’s focus with B2B planning
    • Digital techniques and practices brought fully up to date
    • Also includes a comprehensive online Tutors’ Guide and Market2Win Simulator for those who teach marketing strategy
    LanguageEnglish
    PublisherWiley
    Release dateSep 26, 2016
    ISBN9781119217176
    Unavailable
    Marketing Plans: How to prepare them, how to profit from them
    Author

    Malcolm McDonald

    MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.

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