He was until recently professor of marketing and deputy director at cranfield university school of management, and is now an emeritus professor at the university as well as being an. Major changes to this edition include new chapters based on thevery latest research on. Confusion between the marketing function and the marketing concept. Focusing on the practical application of marketing planning, this book will guide readers through the production of a marketing plan that has real world application. Strategic marketing planning professor malcolm mcdonald. Pdf strategic marketing planning has never been the simple, stepbystep approach described. Now in its 7th edition, marketing plans is a highly renowned international bestseller.
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