Malcolm McDonald on Marketing Planning Understanding Marketing Plans and Strategy 2nd Edition by Malcolm Mcdonald ISBN 9780749478216 0749478217

Malcolm McDonald on Marketing Planning Understanding Marketing Plans and Strategy 2nd Edition by Malcolm Mcdonald – Ebook PDF Instant Download/Delivery: 9780749478216 ,0749478217
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Product details:

ISBN 10: 0749478217
ISBN 13: 9780749478216
Author: Malcolm Mcdonald

Malcolm McDonald on Marketing Planning Understanding Marketing Plans and Strategy 2nd Edition Table of contents:

01    Let’s get real

Introduction

Why competing on price is a no-no

Social media/digital

A very brief history of management

Challenges

What continuously successful companies do to meet these challenges

Actions

02    Getting rid of that big managerial nonsense

Don’t get misled by all that financial information

The limited value of forecasts and budgets

What are the components of a business plan and the role of marketing?

What marketing is and its role in continuous organizational success

Actions

03    Understand the real meaning of customer value

Introduction

What is value?

Differentiation

Branding

Actions

04    A very practical way to begin planning a profitable future

Where to begin?

Actions

05    Market segmentation – crucial to understanding your market and how it works

An important note from the author

Introduction

Market overview

Getting started

Actions

06    What do our customers want?

Introduction

Don’t waste money on bad market research

A process for understanding what customers want (without spending money)

SWOTs, not SWAGs

Guidelines for a better approach

A process and a template for doing a proper SWOT

Finally…

Actions

07    How to set marketing objectives

Introduction

What are marketing objectives?

How to allocate your resources effectively

What should be plotted on the Strategic Planning Matrix (SPM)?

What does ‘Market Attractiveness’ mean?

What does ‘Our Relative Competitive Strength’ mean on the horizontal axis?

How to complete this Strategic Planning Matrix

How to interpret your SPM

Assumptions

We can now set objectives for each market in the SPM

Actions

08    How to set marketing strategies

Introduction

New product development/market extension/diversification

Marketing strategies

Competitive strategies and how to beat bigger competitors

Actions

09    A step-by-step strategic planning system

Introduction

Strategic planning forms

What should appear in the strategic marketing plan?

The one-year marketing plan

Final comments

10    How to deal with adversity

Index

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Tags: Malcolm Mcdonald, Marketing Planning, Strategy, Understanding Marketing