Malcolm McDonald on Marketing Planning

Professor Malcolm McDonald is a global 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 consulted many major companies in strategic marketing and is Chairman of numerous companies for some of the world's leading multinationals. He has written more than 40 books including the best-selling Marketing Plans: How to prepare them, how to use them.

"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!"

• Section - 01: Let’s get real;Section - 02: Getting rid of that big managerial nonsense;Section - 03: Understand the real meaning of customer value;Section - 04: A very practical way to begin planning a profitable future;Section - 05: Market segmentation;Section - 06: What do our customers want?;Section - 07: How to set marketing objectives;Section - 08: How to set marketing strategies;Section - 09: A step-by-step strategic planning system;Section - 10: How to deal with adversity;