How Come Your Marketing Plans Aren't Working?: The Essential Guide to Marketing Planning
- ISBN-10
- 074943726X
- ISBN-13
- 9780749437268
- Category
- Business & Economics
- Pages
- 218
- Language
- English
- Published
- 2002
- Publisher
- Kogan Page Publishers
- Author
- Malcolm McDonald
Description
With more than a quarter million copies sold world-wide of his acclaimed book Marketing Plans, Malcolm McDonald is in a unique position to write this -- his first -- quick-fix guide for busy practitioners who need results now. He has pared down the detailed advice originally found in his 500-page tome to give readers a concise guide to the essentials of what makes a plan work. He sets a challenge for readers to test their own understanding with a series of exercises and looks at the problems of marketing planning, the common obstacles and advises on how to overcome them. This is a little book with big ambition -- to help managers help themselves to deliver marketing plans that deliver results.Contents include: understanding marketing planning; how marketing planning fits with corporate planning; the marketing planning process and its output -- the plan; defining markets and segments prior to planning and lots more. Copyright © Libri GmbH. All rights reserved.
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