Marketing Plans

Fülszöveg

MARKETING PLANS
malcolm Mcdonald
First published in 1984, Marketing Plans is now an international best-seller.
In this thoroughly updated fourth edition, McDonald has brought Marketing Plans: How to Prepare Them, How to Use Them, into the twenty-first century by including new material on l<ey growth areas such as Itey account managetnent and electronic marketing.
Marketing Plans has been totally redesigned as a complete, user-friendly, learning package to include a brand new two-colour internal design and the following learning features: Key Concepts Crucial Terms Examples Headlines Marketing Insights Case Studies Exercises
Marketing Plans: How to Prepare Them, How to Use Them is essential reading for marketers, executives and students studying for CIM and CAM exams who will find the application of basic marketing principles to sound business practice invaluable.
'A book reaching the quantities sold of Marketing Plans must be a book that is really used. It is not difficult... Tovább

Fülszöveg

MARKETING PLANS
malcolm Mcdonald
First published in 1984, Marketing Plans is now an international best-seller.
In this thoroughly updated fourth edition, McDonald has brought Marketing Plans: How to Prepare Them, How to Use Them, into the twenty-first century by including new material on l<ey growth areas such as Itey account managetnent and electronic marketing.
Marketing Plans has been totally redesigned as a complete, user-friendly, learning package to include a brand new two-colour internal design and the following learning features: Key Concepts Crucial Terms Examples Headlines Marketing Insights Case Studies Exercises
Marketing Plans: How to Prepare Them, How to Use Them is essential reading for marketers, executives and students studying for CIM and CAM exams who will find the application of basic marketing principles to sound business practice invaluable.
'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 clearly 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
'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 by step lucidity of what is presented.'
Dr D. H. Eaton, North Carolina University
'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 commend it to you!'
John D. Ryans, Jr, Bridgestone Professor of International Business and Professor of International Marketing, Kent State University, Ohio Vissza