7th Edition
by Malcolm McDonald (Author), Hugh Wilson (Author)
Now in its 7th 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.
"It is clearly and powerfully written and is
probably the best book on the theory and practice of marketing planning
ever written. It is a best-seller in Europe and I strongly recommend the
book to anyone with an interest in marketing planning."
—Warren
J. Keegan, Professor of International Business and Marketing Director,
Institute for Global Business Strategy, Pace University, New York
"I am extremely impressed by the step lucidity of what is presented."
—Dr D. H. Eaton, North Carolina University
"A book reaching the quantities sold of Marketing Plans
must be a book that is really used. It is not difficult to see why.
Malcolm McDonald writes about what to do in marketing and how to do it.
Unlike many academic marketing writers, he will never let you forget
that marketing ends with –ing."
—Kenneth Simmonds, Professor of Marketing and International Business, London Business School
"Malcolm
McDonald is clearly one of the most respected Professors of Marketing
in Europe and the author of a number of outstanding books. The fact that
Marketing Plans has been such a massive seller offers testimony
of this. McDonald writes with clarity and insight that is becoming
increasingly rare today. It is powerful, up to date and has proved that
it works. I recommend it to you!"
—John D. Ryans, Jr, Bridgestone Professor of International and Professor of International Marketing, Kent State University, Ohio
