As a busy marketing professional or student, you'll find that this information-crammed guide to marketing planning is perfect for you. This course will help you 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 course covers the essentials of marketing planning and the strategic marketing process. Written by the world-class authority on marketing plans, this course is perfect for any busy marketing professional who needs a short, sharp revision of their planning skills, or a handy guide to put their plans on the right track straight away.
Professor Malcolm McDonald MA (Oxon) MSc PhD D.Litt FCIM FRSA, until recently was Professor of Marketing and Deputy Director, Cranfield University School of Management, with special responsibility for e-business, and is now an Emeritus Professor at the University as well as being an Honorary Professor at Warwick Business School and Academic Advisor at Oxford College of Marketing. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He has written over 40 books, including the best seller 'Marketing Plans: How to prepare them, how to use them' which has sold more than half a million copies, and more than one hundred articles and papers
Commercial credentials
Coming from a background in business which included a number of years as Marketing Director of Canada Dry, Malcolm has successfully maintained a close link between academic rigour and commercial application. He has consulted to many major companies from the UK, Europe, USA, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability. Malcolm is currently chairman of six companies and works with the operating boards of a number of the world's leading multi-nationals on all continents.