{"product_id":"9780749451493","title":"Malcolm Mcdonald on Marketing Planning: Understanding Marketing Plans and Strategy","description":"\u003cp\u003eAs a busy marketing professional or student, you'll find that this information-crammed guide to marketing planning is perfect for you. Snappy and succinct, \u003ci\u003e\u003cb\u003eMalcolm McDonald on Marketing Planning\u003c\/b\u003e\u003c\/i\u003e 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.\u003c\/p\u003e\u003cp\u003eWith the emphasis on practicality, this book covers the essentials of marketing planning and the strategic marketing process. Key content includes: defining markets and segments, setting marketing objectives and strategies, advertising and sales promotion strategies, and price and sales strategies. With test questions at the end of each chapter to aid understanding, this really is the essential guide to marketing planning. Written by the world-class authority on marketing plans, this book 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.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e","brand":"Kogan Page, Ltd.","offers":[{"title":"Default Title","offer_id":47018758602992,"sku":"9780749451493","price":24.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780749451493_p0.jpg?v=1763632058","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780749451493","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}