Malcolm McDonald

The latest edition of the leading and internationally bestselling text on marketing planning In the newly revised ninth edition of Marketing Plans, a team of renowned marketing strategists and professors delivers a fully updated version of the gold standard in marketing planning textbooks. The book contains a proven, start-to-finish approach to planning your firm’s marketing and is complemented by brand-new...

Market Segmentation: How to do it and how to profit from it, revised and updated 4th Edition is the only book that spells out a totally dispassionate, systematic process for arriving at genuine, needs-based segments. These segments can enable organisations to escape from the dreary, miserable, downward pricing spiral which results from getting market segmentation wrong. Nothing in business works...

This has long been the one book that students can rely on to get them thinking critically and strategically about branding. This new fourth edition is no exception. The definitive introductory textbook for this crucial topic, it is highly illustrated and comes packed with over 50 brand-new, real examples of influential marketing campaigns. In this influential textbook, de Chernatony, McDonald...