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Product Description
Marketing Plans: How to Prepare Them, How to Use Them (9780470669976): Malcolm McDonald, Hugh Wilson: Books. '...this new edition has the hallmarks of an essential classic marketing text and is already very popular with my students.' Ruth Ashford, Manchester Metropolitan University - Account, December 1995'It is absolutely essential reading for all academic, practitioners, or anyone who wishes to inform him or herself about the issue of marketing plans. It is also an important and clearly written book.''I am extremely impressed by the step-by-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 clearly 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 commend it to you!'John D. Ryans, Jr, Bridgestone Professor of International Business and Professor of International Marketing, Kent State University, Ohio'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 bestseller 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
Shipping Weight: 2 pounds
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