Marketing: A complete guide in pictures,
Edition 2
By Malcolm McDonald and Mr. Peter Morris

Publication Date: 03 Jul 2004
Successful executives know that marketing as a process and an orientation is a necessity for understanding where to go and how to get there. It is not difficult to spot organizations that have not adopted a marketing approach!

So that managers and students can quickly grasp the key principles one of the world's leading marketing educators, Malcolm McDonald has teamed up with an expert cartoonist and educational designer, Peter Morris, to create this short, unique and powerful guide.

Using full colour cartoons, packed with ideas and examples, this second edition of Marketing: a pictorial guide for managers is a highly approachable primer. However based as it is on the internationally best selling Marketing Plans textbook it is also both a rigorous and serious introduction to the subject.

Key Features

* A unique marketing introduction taking a pictorial approach
* Very powerful and very fast learning tool for the key concepts in Marketing
* Written by one of the leading author teams in the subject
About the author
By Malcolm McDonald, Until recently, Professor of Marketing and Deputy Director of Cranfield School of Management and formerly Marketing Director of Canada Dry.; and Mr. Peter Morris, Illustrator and designer of educational and training material
Table of Contents
Understanding the marketing process; The marketing planning process: 1; The marketing planning process: 2; The customer and market audit; The product audit; Setting marketing objectives and strategies; The communication plan: 1; The communication plan: 2; The pricing plan; Place: the distribution and customer service plan; Marketing information, forecasting and organization; Designing and implementing a marketing planning system
Book details
ISBN: 9780750661980
Page Count: 168
Retail Price : £20.99
McDonald: MARKETING PLANS (2002, Butterworth-Heinemann, ISBN 0750656255, £27.95 GBP, $49.99 USD).
All intro marketers (students, managers) wanting first principles; short executive courses.