Marketing Plans: How to Prepare Them, How to Profit from Them is a step-by-step guide to strategic marketing planning. Malcolm McDonald and Hugh Wilson explain how to analyse a market, set objectives and turn them into a written plan that an organisation can act on.
This eighth edition covers market research and segmentation, the marketing audit, and plans for products, pricing, communications and channels, with worked examples and practical exercises. It suits students of marketing and business, and managers who write or review marketing plans.
