Marketing Plans

Malcolm McDonald was recently cited as one of the top marketing gurus in the world, along with Philip Kotler and Michael Porter and, in a 2006 Times HE piece, he was named as one of the top ten consultants in the UK.?He is now Emeritus Professor at Cranfield University School of Management where, until recently, he was Professor of Marketing and Deputy Director.?Formerly Marketing Director of Canada Dry, he is Chairman of six companies and works with many of the operating boards of the world's biggest multinationals on every continent. He is the author of over 40 books, many of which have been translated into several foreign languages and has published hundreds of articles and papers.Although retiring from his teaching role, Malcolm continues to research and teach at Cranfield and other universities around the world and to promote himself via speaking engagements, visiting lectures, and consultancy. Peter Morris NDD, ATD, illustrator and designer of educational and training material, head of design and manger of the Media Service Unit, University of Sussex. Co-founder and studio manage of Business Training, producer of corporate videos, co-author of Finance for Small Businesses, Total Quality Management, Selling Products and Services.

• Introduction vi1 Understanding the Marketing Process 12 The Marketing Planning Process I 153 the Marketing Planning Process II 294 The Customer and Market Audit 415 The Product Audit 516 Setting Marketing Objectives and Strategies 677 The Communication Plan I 778 the Communication Plan II 919 The Pricing Plan 10110 Place: The Distribution and Customer Service Plan 11511 Marketing Information, Forecasting and Organization 13112 Designing and Implementing a Marketing Planning System 149