Fb2 Marketing Plans That Work ePub

The book is good and cursory. I recommend it as an introductory book. However, the information is outdated and does not reflect current marketing knowledge and understanding. The book does not discuss value based pricing, an integral part of any modern day pricing and marketing policy. It's branding concepts are weak. Most people would be better off with an introductory marketing textbook which explains fundamentals, or specialized expert books.

I am currently using this book for a class I'm taking. I have to say the writing style, as well as the content is very good. If you like no-nonsense, "nuts-and-bolts" style writing, this is a very good book on marketing.

One of my "must have" handbooks - lots of little tabs for quick references..
that's because it's loaded with good stuff.

This book provides an overview of how to build an effective marketing plan is a must read.

I would highly recommend it, regardless you are a marketing neophyte or if you have 20+ years of business experience.

At the end of each chapter, there is a section called "Questions Successful Companies Ask" to help the reader integrate the concepts of the book.

The book defines a marketing plan, gives insights in understanding the both the marketing & marketing planning process, marketing objectives & strategies, marketing research and forecasting, the marketing audit for customers, markets and products, advertising & sales promotion, pricing, distribution, & implementation issues in marketing planning.

With over 100 ideas that I wrote down for this review, I will provide a few here.

The book's focus: "The strategic marketing plan, the focus of this book, is designed for business units to be able to take a long-term, logical, and constructive approach to planning for success, whereas the tactical marketing plan focuses on short-term objectives and translation of strategic objectives into tactical issues."

The role of marketing: "...(1) is to ensure that the company focuses on the total environment of business, markets, competition, customers, government, and trends, and (2) that it uses all knowledge and experience to develop a mutually beneficial relationship with the customers...is a management process whereby the resources of the whole organization are utilized to satisfy the needs of selected customer groups in order to achieve the objectives of both parties. Marketing is an attitude rather than a series of functional activities."

The definition of a market: "Central to the question of customer wants is an understanding of what we mean by a market. To start with, customers, not markets, buy products. A market is merely an aggregation of customers who share similar needs and wants. In reality, most markets consist of a number of sub-markets, each of which has different characteristics...the ability to identify groups of customer wants that can be satisfied in a profitable way is central to marketing management."

The main function of the marketing plan: "...is to determine where the company is now, where it wants to go, and how to get there. The marketing plan lies at the heart of a company's revenue generating activities. From the plan flow all other corporate activities, such as timing of cash flow and size and character of the labor force."

At last, a marketing planning book that really leads the reader through the marketing planning process. As Philip Kotler, the famous marketing guru at Northwestern says on the back cover, "finally a book devoted to assisting mangers to understand and develop first rate marketing plans."
The authors' McDonald and Keegan have written an extremely readable book outlining in detail a comprehensive, strategic approach and guide to market planning. In 236 pages including the index, the authors set forth for the reader how to prepare a marketing plan that will insure that unique value is created for the market and competitive advantage for the firm. I personally like the strategic approach that draws on the leading marketing and strategy thinkers including George Day and Michael Porter as well as the best work of the top consulting and strategic management firms like Boston Consulting Group and General Electric.
To put the book in a larger context, even though responsibilities and corporate environments have undergone radical changes with reengineering, TQM practices and cross-functional teams, to name a few of the most well-known and widespread influences, most organizations continue to overlook a critical component for success namely, comprehensive, strategic market planning and initiatives as an integral part of the overall corporate planning process. To understand and address this need, McDonald and Keegan offer insightful, pragmatic guidance on understanding marketing analysis tools and implementing and effectively structuring market strategies that strengthen a company's competitive position. This book provides a road-map and comprehensive plan to achieve marketing success grounded in firm analysis and assessment.
The authors' provide insightful analysis of well-known market planning, mapping and strategic assessment tools, supported by easily-understandable flow-charts, graphs and detailed bullets. Specific attention is paid to the strategic definition of product, the product life c! ycle, the diffusion of innovation and the concept of product portfolio both as it relates to market planning and to the corporate planning process. Highlighted is a discussion of the well-known Boston Consulting Group Matrix and the Directional Policy Matrix. The resulting competitive marketing strategies are differentiated and analyzed in an understandable and practical manner. An easily understood discussion of gap analysis leads logically to a discussion of new product development, market extension and diversification strategies. An insightful discussion of organizing the enterprise for effective market planning, corporate cultural issues and the implication of size, complexity and diversity of functional operations, addresses three of the more difficult contextual issues in the field of market planning.
All in all, a well-designed book, which one can read sequentially or focus solely on Chapter 12 which outlines a step-by-step marketing planning system-- a thorough and comprehensive approach that more corporate strategists and market planners should utilize for strategic and sustainable results.