If You're So Brilliant... How Come Your Marketing Plans Aren't Working?: The Essential Guide to Marketing Planning
Malcolm McDonald , "If You're So Brilliant… How Come Your Marketing Plans Aren't Working?: The Essential Guide to Marketing Planning "
Kogan Page Business Books (August 2002) | ISBN:074943726X | 160 pages | PDF | 1,5 Mb
Kogan Page Business Books (August 2002) | ISBN:074943726X | 160 pages | PDF | 1,5 Mb
With more than a quarter million copies sold world-wide of his acclaimed book Marketing Plans, Malcolm MacDonald 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.