MALCOLM MCDONALD ON MARKETING PLANNING: UNDERSTANDING MARKETING PLANS AND STRATEGY(SECOND EDITION)
Book ID/图书代码： 07682016B96107
English Summary/英文概要： A primer for marketing professionals and students, the second edition of Malcolm McDonald on Marketing Planning provides a clear guide to marketing planning. Focussing 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.
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.
Chinese Summary/中文概要： 市场营销的专业人士和学生都可以将本书视为初级的指南读物，这本第二版很清晰地揭示了有关市场计划的内容。本书关注实用性和应用性，书中的内容能够引导读者全程了解有关开发市场计划的全过程。书中的重要内容包括定义了市场和市场细分，设定市场目标和战略，广告和促销策略等等。
本书重视实用性，经过了充分更新的第二版中包含大量全新的内容，关注市场计划的关键点和市场营销过程中的战略拟定。（LYR）
Awards/获奖情况：McDonald教授再一次抓住了市场营销的精髓所在，本书的应用性很强。他在撰写中所体现出的专业性和关注点的把握完全是根据消费者的需求以及对于有盈利点的细分市场进行详尽研究的结果，逻辑性强，也能够让关注未来和成本核算的企业公司能够转变思路。本书一步步地带领读者通过真实的市场环境来理解和策划这些转变。非常易读，而且非常实用！（Siobhan McAleer，爱尔兰管理学院经济系主任）
本书是所有希望能够有效地策划市场计划的小型企业必读书籍，能够帮助他们产生和最大化商业利润。在过去二十年中，我和风险投资者们共事，也有开办过和卖过自己的公司，如今我专注支持小微企业开发和评估市场战略。本书将为很多小企业主省去咨询的费用（并且让他们知道如何和供应商打交道），也能为市场营销机构和从业人士提供如何提升表现和绩效的方法。（Kelvin Golding FCIM， Chartered市场营销学院微商顾问和地区主席）
"Once again Professor McDonald has captured the essence of world class marketing planning which is applicable to both the SME and the MNC. His razor sharp focus looks at markets based on the needs of customers and identifying profitable market segments, which whilst logically intuitive, requires a mind-set shift for companies who often focus on forecasts and budgets first in their planning. He takes the reader through a step-by-step process to make these changes in approaching real market understanding and planning to capture value. Highly readable and practical!" (Siobhan McAleer, Commercial Director, Irish Management Institute)
"This book is essential reading for all small businesses wanting to write a marketing plan that works effectively across your organisation, achieves growth and maximises commercial profits. For the last 20 years, I have worked with SMEs and Venture Capitalists, created and sold companies, and now specialise in supporting small enterprises with a marketing strategy that is measured and delivers exceptional return on investment. This book will save business owners consultancy fees (and allow them to ask suppliers the right questions), as well as help marketing agencies and marketers deliver significantly beyond their existing performance." (Kelvin Golding FCIM, Chartered Institute of Marketing Small Business Ambassador and Regional Chairman)
"This excellent book clearly describes how to create winning strategies. As an owner and manager of an SME who has attended Malcolm’s classes and worked with him delivering programmes, I can vouch it works. Major profitable growth can be achieved in a short period leaving competitors in your wash. This is a must read for any owners or managers serious on business growth." (Stewart Barnes, Managing Director, Quolux)
About the Author/作者介绍： Malcolm McDonald教授享有国际声誉，是市场营销领域的国际权威之一。他是克兰菲尔德大学管理学院的市场营销学教授和系主任，近期刚刚退休。如今，他仍是该校的荣誉教授，也是Waiwick商学院的荣誉教授、牛津大学市场营销学院的学术顾问。他为英国、欧洲、美国、中东、东南亚、澳大利亚和非洲的多家公司担任市场营销战略以及市场营销计划顾问。此外，他还是多家跨国企业的执行委员会成员或主席。他已出版40多部专著，其中包括畅销书《Marketing Plans: How to prepare them, how to use them》。
Professor Malcolm McDonald enjoys a global reputation as a leading authority on marketing. He was until recently Professor of Marketing and Deputy Director at Cranfield University School of Management, and is now an Emeritus Professor at the University as well as being an Honorary Professor at Warwick Business School and Academic Advisor at the Oxford College of Marketing. He has been consultant to many major companies from the United Kingdom, Europe, USA, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability. Malcolm is also Chairman of numerous companies and works with the operating boards of some of the world’s leading multinationals on all continents. He has written more than 40 books including the best-selling Marketing Plans: How to prepare them, how to use them.
Format:HARDCOVER
Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE
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