MALCOLM McDONALD ON MARKETING PLANNING UNDERSTANDING MARKETING PLANS AND STRATEGY

• Main Author: McDonald, Malcolm (Author)
• Format: Manuscript Book
• Language: English
• Published: United Kingdom New York Kogan Page 2016
• Edition: Second edition
• Subjects: Marketing > Planning; BUSINESS & ECONOMICS > Marketing > General; Marketing > Management
• Online Access: Click Here to View Status and Holdings.
• Item Description: Includes index
• Physical Description: x, 177 pages : illustrations 22 cm
• ISBN: 9780749478216

A primer for marketing professionals and students, the second edition of Malcolm McDonald on Marketing Planning focuses on the practical application of marketing planning. Chapters explain advertising and sales promotion strategies, price and sales strategies, how to define markets and segments, and how to set marketing objectives and strategies. This fully revised second edition has not only been updated to contain the latest research, but also includes an extensive appendix covering topics such as digital marketing, advertising, developing new products, and international product planning.