- Written by the internationally acknowledged authority on marketing planning, Malcolm McDonald.
- Explains the key concepts and principles of marketing planning in an accessible, engaging fashion.
- A compact guide for busy professionals, containing all essential info in a user-friendly, pedagogically rich format featuring helpful margin notes and key points.
- Includes adaptable business templates and tools that the reader can use when establishing their own marketing plans.
- Online resources: multiple templates as a practical toolkit for marketing planning.