Marketing Plans A Complete Guide in Pictures

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.

Peter Morris NDD, ATD, illustrator and designer of educational and training material, head of design and manger of the Media Service Unit, University of Sussex. Co-founder and studio manage of Business Training, producer of corporate videos, co-author of Finance for Small Businesses, Total Quality Management, Selling Products and Services.

1 Understanding the Marketing Process 1

2 The Marketing Planning Process I 15

3 The Marketing Planning Process II 29

4 The Customer and Market Audit 41

5 The Product Audit 51

6 Setting Marketing Objectives and Strategies 67

7 The Communication Plan I 77

8 The Communication Plan II 91

9 The Pricing Plan 101

10 Place: The Distribution and Customer Service Plan 115

11 Marketing Information, Forecasting and Organization 131

12 Designing and Implementing a Marketing Planning System 149

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