Very nice! A helpful, useful and information-packed, extensively revised second edition of this practical guide to marketing planning. Whether you are working on advertising, sales promotion or other elements within the marketing fold, there is a good chance that you will get something out of this book!
Aimed at both beginners/students and the more experienced pros alike, the author provides immensely accessible, informative guidance on elements such as market and segment definition, setting and realising marketing objectives and strategies, digital marketing, international product planning and much more besides. All for an amazingly low, ultra-reasonable price-point.
This is a book that should not be restricted to those with marketing-led responsibilities, as a lot of the intelligence could and should be incorporated into other areas of responsibility, even if it is more background-type knowledge. Of course, it does not hurt for others to know what the marketing department gets up to, aiding internal cooperation and possibly making the company’s marketing efforts even more successful in the process.
The focus is on doing, yet things have not been dumbed down to a child-like level, and neither has it been filled with inane homilies, faux inspiration and even worse interminable self-reflection and hype from the “ever-so-humble” author. It was very easy to form a connection with the book and it seemed to deliver what it promised and then some! Of course, it cannot be the be-all-and-end-all or only marketing book you may ever consult, but it does a darn good job at its core focus and certainly it will set you in good stead for other marketing-led activities you may undertake.
Perhaps one of the most incisive, thought-provoking items that leapt out of the book, where it struck a chord with this reviewer, was the discussion about pricing and how it can be counter-productive to cut prices just to get sales (of course, there are limits). Far too many companies cut prices just because they feel they must, yet possibly don’t consider the near-term implications and challenges that this may pose. It is very easy to cut prices but a lot, lot harder to raise them again once you’ve started on that track. Far too many books and gurus tend to forget this too!
It is fair to say that this book drops a deserved, well-meaning, bucket of cold water on the reader at times (if they need it), to hopefully inspire cooler, wiser heads within their company. You may not like the messages you read, but if that describes you and your company you should not “shoot the messenger” and realise that there could be a very well justified reason for the author’s message. If it doesn’t apply to you, don’t be smug, be humble and still learn from the other advice on offer.
If you view this book as a marketing campaign, the author has done a good job. He has attracted his potential customer, presented his wares and made a compelling, quality argument and, well, consider it sold!
This is a book that you should consider if you are in the market for some marketing knowledge. Even if you are not, you may be advised to at least look and see what you may get out of it. English
Malcolm McDonald on Marketing Planning guides readers through the production of a marketing plan made to work in the real world. With 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. Test questions at the end of each chapter aid understanding. Written by an authority on marketing plans, this book is useful 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. Malcolm McDonald on Marketing Planning: Understanding Marketing Plans and Strategy