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As a busy professional or student, you’ll find that this information-crammed guide to marketing planning is perfect for you . Snappy and succinct, Malcolm McDonald on Marketing Planning will help you to appreciate the benefits of rigorous marketing planning and will guide you through the production of a marketing plan made to work in the real world. With the emphasis on practicality, this book covers the essentials of marketing planning and the strategic marketing process. There are test questions at the end of each chapter to aid understanding. Written by a world-class authority on marketing plans, this book is perfect for all those who need a short, sharp revision of their planning skills, or a handy guide to put their plans on the right track straight away. About The Author Professor Malcolm McDonald was until recently Professor of Marketing and Deputy Director at Cranfield University School of Management, and is now Emeritus Professor at the university as well as being Honorary Professor at Warwick Business School. He has written about 40 books. Table of Contents Understanding marketing planning The need for a systematic approach The difference between strategy and tactics Question and answers How marketing planning fits with corporate planning Questions and answers The strategic marketing planning process and the marketing plan Marketing audit SWOT analysis Assumptions Strategy formulation Strategy marketing plan ‘ ingredients’ and ‘recipe’ Questions and answers Defining markets and segments prior to planning Questions and Answers Understanding products and service prior to planning Questions and answers Setting marketing objectives and strategies Marketing objectives Marketing strategies Questions and answers Advertising and sales promotion strategies Advertising strategies Sales promotion strategies Questions and answers Sales strategies Questions and answers Price strategies Questions and answers Place (distribution and customer service) strategies Questions and answers Information and organization Information Forecasting Organization Questions and answers Making marketing planning work Questions and answers Next steps