{"product_id":"9780470670125","title":"Marketing Plans: How to Prepare Them, How to Use Them","description":"Now in its 7\u003csup\u003eth\u003c\/sup\u003e edition, \u003cb\u003e\u003ci\u003eMarketing Plans\u003c\/i\u003e\u003c\/b\u003e 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. \u003cp\u003eMajor changes to this edition include new chapters based on the very latest research on:\u003c\/p\u003e \u003cul\u003e \u003cli\u003ePlanning for integrated marketing communications and digital marketing\u003c\/li\u003e \u003cli\u003eDeveloping multichannel strategy\u003c\/li\u003e \u003cli\u003eDeveloping the CRM plan\u003c\/li\u003e \u003cli\u003eMarketing effectiveness and accountability\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003cb\u003e\u003ci\u003eMarketing Plans\u003c\/i\u003e\u003c\/b\u003e 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.\u003c\/p\u003e \u003cp\u003eThe 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.\u003c\/p\u003e \u003cp\u003e\"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.\"\u003cbr\u003e —\u003cb\u003eWarren J. Keegan, Professor of International Business and Marketing Director, Institute for Global Business Strategy, Pace University, New York\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"I am extremely impressed by the step lucidity of what is presented.\"\u003cbr\u003e —\u003cb\u003eDr D. H. Eaton, North Carolina University\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"A book reaching the quantities sold of \u003ci\u003eMarketing Plans\u003c\/i\u003e 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.\"\u003cbr\u003e —\u003cb\u003eKenneth Simmonds, Professor of Marketing and International Business, London Business School\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"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 \u003ci\u003eMarketing Plans\u003c\/i\u003e 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!\"\u003cbr\u003e —\u003cb\u003eJohn D. Ryans, Jr, Bridgestone Professor of International and Professor of International Marketing, Kent State University, Ohio\u003c\/b\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47121901355248,"sku":"9780470670125","price":56.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780470670125_p0.jpg?v=1763706685","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780470670125","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}