* Provides a complete programme of study that will help resolve all your company"s marketing planning problems * Complements Professor McDonald"s book Marketing Plans * Clear and practical in its approach This programme explains and demonstrates how to use a marketing plan. Marketing planning is an area that many companies confuse with forecasting and it can lead to serious operational difficulties. An Introduction to Marketing Plans strips away the confusion and mystery surrounding the subject and provides a clear and practical approach. It features the following modules: Module 1: The Marketing Process Module 2 & 3: The Marketing Planning Process Module 4 & 5: Audits Module 6: Objectives and Strategies Modules 7, 8, 9 & 10:Plans (individual plans examined such as advertising campaign) Module 11:Information, forecasting, organising Module 12:Designing a system Professor Malcolm McDonald is widely recognised as a world authority on marketing planning. Following a successful career as Marketing Director of Canada Dry, he joined Cranfield School of Management, where he is now Professor of Marketing. He is a consultant to many of the world"s leading multinationals and his work is well-known all over the world. He also runs a series of seminars and workshops on marketing planning in the UK, Europe, the Far East, Australia, Japan, South America and the USA.