Malcolm McDonald on Marketing Planning

<p>A primer for marketing professionals and students the second edition of <i><b>Malcolm McDonald On Marketing Planning</b></i> 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. <p/>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. <br><b>Online resources</b> include multiple templates as a practical toolkit for marketing planning.</p>