Marketing Plans, Fifth Edition, is a practical, step-by-step guide to marketing planning. This international, bestselling textbook from one of the world's leading marketing experts has been thoroughly revised and carefully updated with the latest developments in e-marketing, CRM, and new planning practices. Designed as a total, student-friendly resource it features: key concepts, crucial terms, examples, headlines, marketing insights, case studies, and exercises. The book is established as essential reading for all serious professional marketers and students of marketing, both undergraduates and those on professional courses for CIM and CAM. Above all it provides a practical, hands-on approach for implementing every single concept included in the text.

An international marketing bestseller Practical step-by-step guide to marketing planning Thoroughly revised, with special attention paid to the latest developments in e-marketing, CRM and new planning practices

About the Author
MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.


Book Information
ISBN 9780750656252
Author Malcolm McDonald
Format Paperback
Page Count 664
Imprint Butterworth-Heinemann Ltd
Publisher Elsevier Science & Technology
Weight(grams) 1290g