An imaginative, witty, original but deadly serious introduction to all
the concepts you need in marketing today.
Successful executives know that marketing as a process and an
orientation is a necessity for understanding where a company needs to go
and how to get there. It's not difficult to spot those organizations
that have failed to adopt a marketing approach!
In order for managers and students to quickly grasp the key principles,
one of the world's leading marketing educators, Malcolm McDonald, has
teamed up with expert cartoonist and educational designer, Peter Morris,
to create this short, unique and powerful guide.
Using black and white cartoons and graphics packed with ideas and
examples, Marketing Plans: A Complete Guide in Pictures is a highly
accessible primer that is both a rigorous and serious introduction to
the subject for those discovering marketing for the first time, and a
versatile companion for more experienced professionals.
This book is based on the international bestseller Marketing Plans: How
to Prepare Them, How to Use Them by Malcolm McDonald and Hugh Wilson
(Wiley).
