The Marketing Plan

A Pictorial Guide for Managers

Malcolm H. B. McDonald, Peter Morris

Publisher: Butterworth-Heinemann, 1998, 96 pages

ISBN: 0-7506-0678-9

Keywords: Marketing

Last modified: Aug. 31, 2009, 3:30 p.m.

After more than fifty years of marketing theoryand practice, marketing planning still remains one of the great, unconquered challenges.

This challenge continues to grow as the environments in which companies operate become increasingly hostile, abrasive and dynamic. There is a growing body of evidence to show that the difference between an organisation's efficiency and effectiveness (or, in planning terms, the difference between tactics and strategy) is becoming more and more important.

Today, successful chief executives and management teams are grasping the absolute necessity of understanding where their companies should be going, with this direction properly articulated in plans that identify and develop those things that make a company significantly and profitable different over time. It is not difficult to spot those organisations that have not adopted this strategic planning orientation. They reorganise with regular monotony, and more and more such firms are being taken over by more enterprising ones that have learned to drive using the strategic planning approach. Such marketing planning will never be asy. Indeed, it grows more difficult by the day.

The Marketing Plan: a pictorial guide for managers is a unique approach to this complex subject, which will both aid understanding and at the same time encourage marketing and other professionals to delve deeper into the planning process.

  1. Understanding the Marketing Process
  2. The Marketing Planning process: I
  3. The Marketing Planning process: II
  4. The Customer and Market Audit
  5. The Product Audit
  6. Setting Marketing Objectives and Strategies
  7. The Communication Plan: I
  8. The Communication Plan: II
  9. The Pricing Plan
  10. The Distribution Plan
  11. Marketing Information, Forecasting and Organisation
  12. Designing and Implementing a Marketing Planning System

Reviews

The Marketing Plan

Reviewed by Roland Buresund

Good ******* (7 out of 10)

Last modified: Aug. 31, 2009, 2:39 p.m.

Do you wanna learn anybody marketing basics?

Give them this book and they will at least have some fun.

Comments

There are currently no comments

New Comment

required

required (not published)

optional

required

captcha

required