Now in its 7th edition, Marketing Plans is a highly renowned international bestseller. The book has
been thoroughly revised, and every chapter has been carefully updated with special attention to the
latest developments in marketing. To accomplish this, Professor Malcolm McDonald has been joined
in this edition by Professor Hugh Wilson, a leading expert on CRM and multichannel strategy as well as
marketing planning.

Major changes to this edition include new chapters based on the very latest research on:

  • Planning for integrated marketing communications and digital marketing
  • Developing multichannel strategy
  • Developing the CRM plan
  • Marketing effectiveness and accountability

Marketing Plans is designed as a tool and a user-friendly learning resource. Every point is illustrated by
powerful practical examples and made actionable through simple, step-by-step templates and exercises.
The book is established as essential reading for all serious professional marketers and students of
marketing, from undergraduate and postgraduate to professional courses for bodies such as CIM. Above
all it provides a practical, hands-on guide to implementing every single concept included in the text.


  • Preface and acknowledgements
  • How to use this book to achieve the best results
  • Learning features
  • Tutor’s guide
  • An important note to the reader from the authors
  • Chapter 1 Understanding the Marketing Process
  • Chapter 2 The Marketing Planning Process: 1 The Main Steps
  • Chapter 3 The Marketing Planning Process: 2 Removing the Myths
  • Chapter 4 Completing the Marketing Audit: 1 The Customer and Market Audit
  • Chapter 5 Completing the Marketing Audit: 2 The Product Audit
  • Chapter 6 Setting Marketing Objectives and Strategies
  • Chapter 7 The Integrated Marketing Communications Plan
  • Chapter 8 The Sales Plan
  • Chapter 9 The Pricing Plan
  • Chapter 10 The Multichannel Plan: The Route to Market
  • Chapter 11 The Customer Relationship Management Plan
  • Chapter 12 Implementation Issues in Marketing Planning
  • Chapter 13 Measuring the Effectiveness of Marketing Planning
  • Chapter 14 A Step-by-Step Marketing Planning System