Marketing Plans: How to Prepare Them, How to Use Them (Seventh edition) by Malcolm McDonald, Hugh Wilson

Description

Now in its 7 th edition, Marketing Plans is a highly renowned international bestseller. The book has been thoroughly revised, and every chapter has been carefully updated with special attention to the latest developments in marketing. To accomplish this, Professor Malcolm McDonald has been joined in this edition by Professor Hugh Wilson, a leading expert on CRM and multichannel strategy as well as marketing planning.

Major changes to this edition include new chapters based on the very latest research on:

* Planning for integrated marketing communications and digital marketing

* Developing multichannel strategy

* Developing the CRM plan

* Marketing effectiveness and accountability Marketing Plans is designed as a tool and a user-friendly learning, resource.

Every point illustrated by powerful practical examples and made actionable through simple, step-by-step templates and exercises. The book is established as essential reading for all serious professional marketers and students of marketing, from undergraduate and postgraduate to professional courses for bodies such as CIM. Above all it provides a practical, hands-on guide to implementing every single concept included in the text.

ISBN 9780470669976