Description
<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.<br><br>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>