Marketing Planning
by Professor Malcolm McDonald
Running time: 1hr 11 mins
Over 250 scholarly pieces of research have proven the link between
effective marketing planning and corporate success, yet it remains one of
the most elusive processes to master. This video captures over 25 years of
experience by Professor McDonald working with many of the world's most
successful companies and explains in a no-nonsense way where to start, how
to do it and how to benefit from marketing planning. Professor McDonald, in
his usual style, makes it both interesting and exciting and provides lots of
actionable propositions.
Topics included:
- Marketing Planning Intro
- The Housemarket Plunge
- Sustained Competitive Advantage
- Overwiew to Marketing Planning
- The Ansoff Matrix
- Marketing Planning Example
- The Real SWOT analisys
- How Promotion is linked to market segmentation