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Malcolm McDonald on Marketing Planning: Understanding Marketing Plans and Strategy
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作者簡介
商品簡介
This guide covers marketing planning for managers and students, with the basics on each part of the strategic marketing process, from planning and setting objectives to advertising, sales and price strategies. McDonald sticks with the essentials of the process and does not go into depth about corporate culture, politics, organizational structure, knowledge, skills, and other topics. McDonald, the author of many books including Marketing Plans, is a retired professor of marketing at Cranfield U. School of Management. Some ideas and exercises have been drawn from this volume. Annotation c2008 Book News, Inc., Portland, OR (booknews.com)
作者簡介
Malcolm McDonald enjoys a global reputation as a leading authority on marketing.? He is chairman of six companies and spends much of his time working with the boards of companies such as IBM, Xerox, and BP.? His ideas are valued for their pragmatism and his writing is known for being clear and accessible. ?Until recently he was Professor of Marketing and Deputy Director at Cranfield School of Management, UK.
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