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| 內容簡介： |
Now in its 7th edition, Marketing Plans 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 planning.
Major changes to this edition include new chapters based on the
very latest research on:
Planning for integrated marketing communications and digital
marketing
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
presented."
—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,
Ohio
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| 關於作者： |
Professor 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. He is determined to keep this, his most
revered publication, alive and kicking. He has thought long and
hard about a succession plan for the book and has invited Professor
Hugh Davies, also of Cranfield University School of Management, to
assist him in the current update, with a view to Hugh taking the
reigns of the book''s development into the future.
Hugh Wilson is Professor of Strategic Marketing and Director of
the Customer Management Forum at Cranfield School of Management,
and an influential author, speaker and consultant in marketing and
IT. Hugh is listed in the Chartered Institute of Marketing''s global
''Guru Gallery'' of ''the 50 leading marketing thinkers alive today''.
He has extensive industrial experience, including thirteen years in
the IT industry working for IBM, Logica, Artificial Intelligence
Ltd and NCR in marketing, consulting and business development. He
now spends much of his time working with companies such as IBM,
Lloyds TSB, BT, Taylor Woodrow and Skandia on marketing planning,
e-commerce, CRM and multi-channel marketing, as well as teaching on
these topics in Cranfield. His books and management reports include
the bestselling ''e-marketing'' 1999, ''Profiting from eCRM'' 2001,
and ''Marketing Strategy in the digital age'' 2001, all published
by FT Prentice Hall. ''The New Marketing'' with Malcolm McDonald,
was published in 2002. He was recently honoured by the DTI as one
of the "Internet Decade" list of the hundred individuals who have
had most influence over the development of e-commerce, according to
an NOP poll. He writes regularly for academic and practitioner
journals. His latest book ''The Multichannel Challenge'' with Rod
Street and Lindsay Bruce was published in March 2008.
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| 目錄：
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Preface and Acknowledgements.
How to Use This Book to Achieve the Best Results.
Learning Features.
Tutor''s Guide.
An Important Note to the Reader from the Authors.
Chapter 1 Understanding the Marketing Process.
Chapter 2 The Marketing Planning Process: 1 The Main Steps.
Chapter 3 The Marketing Planning Process: 2 Removing the
Myths.
Chapter 4 Completing the Marketing Audit: 1 The Customer and Market
Audit.
Chapter 5 Completing the Marketing Audit: 2 The Product
Audit.
Chapter 6 Setting Marketing Objectives and Strategies.
Chapter 7 The Integrated Marketing Communications Plan.
Chapter 8 The Sales Plan.
Chapter 9 The Pricing Plan.
Chapter 10 The Multichannel Plan: The Route to Market.
Chapter 11 The Customer Relationship Management Plan.
Chapter 12 Implementation Issues in Marketing Planning.
Chapter 13 Measuring the Effectiveness of Marketing Planning.
Chapter 14 A Step-by-Step Marketing Planning System.
Index.
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