||List Price: $49.99
Amazon.com Price: $49.99
- Media: Paperback
Publisher: Butterworth-Heinemann (15 June, 2002)
- Average Customer Review:
Based on 4 reviews.
Amazon.com Sales Rank: 39,038
The best Marketing Guide I have seen.
As the National Director of Marketing for my firm, I read and use many different marketing books, manuals and reports. However, Marketing Plans, by Malcolm H.B. McDonald is the most complete guide I have found for actually designing a comprehensive and effective business plan. The layout of the book makes it useful to the novice as well as the experienced Marketing professional. The information is stated clearly, completely and effectively. In fact, I was so impressed, that I have totally redesigned our corporate marketing and branding plans using the information from this book as the basis for that design. Thanks for all the help Mr. McDonald!!!
McDonald also wrote Key Account Management (more for salespeople) and co-wrote a smaller, but more difficult book called Marketing Plans the Work. This one (Marketing Plans: How to Write them, How to Use them) is more of a text book, which normally I think would make it more "dry" but in this case it's just the opposite: packed with information, useful exercises and a clear step-by-step approach to writing a real marketing plan. Academically sound but not "academic." Plus it can help you and your company get more of a marketing orientation, or at least understand what a "marketing orientation" is all about.
The Source Book
Just bought my third copy... i give one away every year to a struggling marketeer. If you buy only one book on marketing, make it this one.
David Barnes Director of Market Analysis, Philips Components
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