Now in its 7th
is a highly renowned international bestseller.
The book has been thoroughly revised, and every chapter has been
carefully updated with special attention to the latest developments
in marketing. To accomplish this, Professor Malcolm McDonald has
been joined in this edition by Professor Hugh Wilson, a leading
expert on CRM and multichannel strategy as well as marketing
Major changes to this edition include new chapters based on the
very latest research on:
- Planning for integrated marketing communications and digital
- Developing multichannel strategy
- Developing the CRM plan
- Marketing effectiveness and accountability
Marketing Plans is designed as a tool
and a user-friendly learning, resource. Every point illustrated by
powerful practical examples and made actionable through simple,
step-by-step templates and exercises.
The book is established as essential reading for all serious
professional marketers and students of marketing, from
undergraduate and postgraduate to professional courses for bodies
such as CIM. Above all it provides a practical, hands-on guide to
implementing every single concept included in the text.
"It is clearly and powerfully written and is probably the best
book on the theory and practice of marketing planning ever written.
It is a best-seller in Europe and I strongly recommend the book to
anyone with an interest in marketing planning."
-Warren J. Keegan, Professor of International Business and
Marketing Director, Institute for Global Business Strategy, Pace
University, New York
"I am extremely impressed by the step lucidity of what is
-Dr D. H. Eaton, North Carolina University
"A book reaching the quantities sold of Marketing Plans
must be a book that is really used. It is not difficult to see why.
Malcolm McDonald writes about what to do in marketing and how to do
it. Unlike many academic marketing writers, he will never let you
forget that marketing ends with -ing."
-Kenneth Simmonds, Professor of Marketing and International
Business, London Business School
"Malcolm McDonald is clearly one of the most respected
Professors of Marketing in Europe and the author of a number of
outstanding books. The fact that Marketing Plans has been
such a massive seller offers testimony of this. McDonald writes
with clarity and insight that is becoming increasingly rare today.
It is powerful, up to date and has proved that it works. I
recommend it to you!"
-John D. Ryans, Jr, Bridgestone Professor of International
and Professor of International Marketing, Kent State University,