Malcolm McDonalds presents a practical, no-nonsense style and approach that helps and encourages practising managers with the difficult task of marketing planning. He demonstrates how to prepare and use a marketing plan. One of the key benefits of the book is that it discusses the contextual issues that have to be considered that make marketing planning one of the most baffling of all management problems eg: when it should be done, how often, by whom, and how?; is it different in a large and a small company?; is it different in a diversified and an undiversified company?; is it different in an international and a domestic company?; what is the role of the chief executive?; what is the role of the planning department?; should marketing planning be top-down or bottom-up?; what is the relationship between operational (one yr) and strategic (longer-term) planning?
Book Details:
- Author: Malcolm McDonald
- ISBN: 9780470670118
- Year Published: 2011
- Pages: 580
- BISAC: BUS058000, BUSINESS & ECONOMICS/Sales & Selling / General
About the Book and Topic:
Malcolm McDonalds presents a practical, no-nonsense style and approach that helps and encourages practising managers with the difficult task of marketing planning. He demonstrates how to prepare and use a marketing plan. One of the key benefits of the book is that it discusses the contextual issues that have to be considered that make marketing planning one of the most baffling of all management problems eg: when it should be done, how often, by whom, and how?; is it different in a large and a small company?; is it different in a diversified and an undiversified company?; is it different in an international and a domestic company?; what is the role of the chief executive?; what is the role of the planning department?; should marketing planning be top-down or bottom-up?; what is the relationship between operational (one yr) and strategic (longer-term) planning?
Marketing Planning is a perennial issue for any marketer. It forms the backbone of successful marketing strategy. Research into the marketing planning practices of industrial, service and retail companies by the author reveal marketing planning to be a major weakness. Confusion persists amongst companies large and small between the process and methods of marketing planning and the actual outputs of this process. Almost without exception, companies that thought they were planning were in fact only forecasting and budgeting, and suffered grave operational difficulties as a result. The problem, as companies face up to the opportunities and challenges of the 21st century, is not that the philosophy of marketing is not believed; rather it is that most companies, particularly industrial goods companies and many service organizations, have difficulty in making it work.
PLATFORM FOR THE BOOK: This book is THE market leader on the topic. Now heading into its 7e its popularity speaks for itself USP: The book is a rigorous step-by-step guide on how to do marketing planning. The step-by-step approach is taken within each chapter, and from chapter to chapter. The book includes application questions, exercises at the end of every chapter, and mini-case studies. An online student resource is available as an accompaniment to the book. Detailed guidelines on how to implement all the concepts and methodologies outlined in the book to literally handhold the reader throughout the process. THOROUGHLY UPDATED WITHCONTEMPORARY THINKING: New material will include a focus on multi-channel integration and other new electronic routes to market. All case material and examples will be revisited, overhauled and updated as necessary. INTERNATIONALLY APPLICABLE
About the Author
Professor Malcolm McDonald was recently cited as one of the top marketing gurus in the world, along with Philip Kotler and Michael Porter and, in a 2006 Times HE piece, he was named as one of the top ten consultants in the UK. He is now Emeritus Professor at Cranfield University School of Management where, until recently, he was Professor of Marketing and Deputy Director. Formerly Marketing Director of Canada Dry, he is Chairman of six companies and works with many of the operating boards of the worlds biggest multinationals on every continent. He is the author of over 40 books, many of which have been translated into several foreign languages and has published hundreds of articles and papers. Although retiring from his teaching role, Malcolm continues to research and teach at Cranfield and other universities around the world and to promote himself via speaking engagements, visiting lectures, and consultancy. He is determined to keep this, his most revered publication, alive and kicking. He has thought long and hard about a succession plan for the book and has invited Professor Hugh Davies, also of Cranfield University School of Management, to assist him in the current update, with a view to Hugh taking the reigns of the books development into the future. Hugh Wilson is Professor of Strategic Marketing and Director of the Customer Management Forum at Cranfield School of Management, and an influential author, speaker and consultant in marketing and IT. Hugh is listed in the Chartered Institute of Marketing’s global ‘Guru Gallery’ of ‘the 50 leading marketing thinkers alive today’. He has extensive industrial experience, including thirteen years in the IT industry working for IBM, Logica, Artificial Intelligence Ltd and NCR in marketing, consulting and business development. He now spends much of his time working with companies such as IBM, Lloyds TSB, BT, Taylor Woodrow and Skandia on marketing planning, e-commerce, CRM and multi-channel marketing, as well as teaching on these topics in Cranfield. His books and management reports include the bestselling ‘e-marketing’ (1999), ‘Profiting from eCRM’ (2001), and ‘Marketing Strategy in the digital age’ (2001), all published by FT Prentice Hall. ‘The New Marketing’ (with Malcolm McDonald), was published in 2002. He was recently honoured by the DTI as one of the “Internet Decade” list of the hundred individuals who have had most influence over the development of e-commerce, according to an NOP poll. He writes regularly for academic and practitioner journals. His latest book ‘The Multichannel Challenge’ (with Rod Street and Lindsay Bruce) was published in March 2008