Malcolm McDonald on Marketing Planning: Understanding Marketing Plans and Strategy

Malcolm H. B. McDonald

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Marketing and Advertising Strategies Business Strategies and Innovation Strategic Planning and Analysis

Abstract

Chapter - 00: Introduction Chapter - 01: Understanding marketing planning Chapter - 02: How marketing planning fits with corporate planning Chapter - 03: The strategic marketing planning process and the marketing plan Chapter - 04: Defining markets and segments prior to planning Chapter - 05: Understanding products and services prior to planning Chapter - 06: Setting marketing objectives and strategies Chapter - 07: Advertising and sales promotion strategies Chapter - 08: Sales strategies Chapter - 09: Price strategies Chapter - 10: Place (distribution and customer service) strategies Chapter - 11: Information and organization Chapter - 12: Making marketing planning work Chapter - 13: Next steps...

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