A primer for marketing professionals and students, the second edition of
Malcolm McDonald On Marketing Planning provides a clear guide to
marketing planning. Focusing on the practical application of marketing
planning, this book will guide readers through the production of a
marketing plan that has real world application. Key content includes
defining markets and segments, setting marketing objectives and
strategies, advertising and sales promotion strategies, and price and
sales strategies.
With an emphasis on practicality, this fully revised second edition has
been thoroughly overhauled to contain new content on the essentials of
marketing planning and the strategic marketing process.
Online resources include multiple templates as a practical toolkit
for marketing planning.