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Book
Review: "How
come your marketing plans aren't working?" by Malcolm McDonald.
Kogan Page 2005 : ISBN 0 7494 3726 X.UK £7.99
If you're involved with marketing planning and already know your
Ansoff and Boston matrices, you probably won't learn much from this
book. If on the other hand you don't know your four P's from your
four Q's, and think that SWOT analysis is something to do with police
raids, this book is an excellent place to start. Malcolm McDonald's
introduction to the fundamentals of marketing provides you with
a logical series of clearly explained processes and analytical tools
that will help you write strategic marketing plans that represent
"joined-up thinking".
The book is admirably concise and well structured, beginning with
an explanation of the "marketing concept" and then following
an orderly progression from corporate mission to marketing objectives
and implementation plans. Consisting of 13 chapters of ten or so
pages each, the book can easily be read from start to finish, or
can be used as skim-first-and-dip-into-later reference material.
Each chapter ends with a question-and-answer test; if you're of
a competitive nature, these can be irritating if you haven't been
given all the information or want to argue with the author's wording!
If you can put that aspect aside, the tests work very well as a
way of provoking deeper thought and expanding on the subject matter
of the chapter.
The beauty of the subject matter is that like all the best theories,
once it has been explained you feel you knew it all along. But if
you start to feel too confident, try one of the self-assessment
questionnaires in the book. You or your company may well be in for
a rude shock.
.
Chris Russon
Also in this issue . . . .
| Feature
Article: |
Compliance:
Threat or Opportunity?:
Bob Brown dicusses how your
sales people can show that they are in tune with the issues
facing their customers.
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| Hot
Topic: |
Differentiation
101: Allan Behrens asks
if your sales team are talking the same language as their
customers.
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