Marketing Plans: How to Prepare Them, How to Use Them

Malcolm McDonald's book is the bible for anyone charged with the responsibility of preparing and implement a marketing plan. From the organisational issues, timescale and techniques the-"who, when and how"--to the projected outcomes--every part of the "five-year" marketing scheme is examined. In this fourth edition Malcolm McDonald has addressed "new" issues such as key account handling and electronic marketing using the Internet. He has also added a step-by-step marketing planning chapter, what he calls his "fast-track" approach, invaluable if you need to learn the basics in a hurry. The book is very well put together and gets top marks for clear English. There are lots of diagrams, models, case studies and exercises that help you "diagnose" the state of health of your company's current marketing approach. Chapters begin with a summary and end with a review, so all the choicest bits of information are easily digestible. Marketing Plans follows a logical approach and takes the student through a sequence of activities, giving a clear set of objectives and the means to achieve them. --Kristen Bowditch

I read this book, and it took me quite a long time to get through it. Not that it's hard to read, but because this books handles about topics that we marketeers come across every day. So we can put this book to the test.

It's a perfect guideline for those amongst us that need to keep a broad vision on the what's marketing all about, and how we need to work to get to a "perfect" (impossible) marketingplan.

Impossible? Maybe not anymore - ??? This is something you need to check out for yourself.

I recommend it.