BOOK REVIEW: 'Marketing planning' by Malcolm McDonald
Title: Malcolm McDonald on Marketing Planning
Author: Malcolm McDonald
Published by: Kogan Page
Reviewed by: Olivier Choron, Managing Director, purechannels
As I am involved daily in tactical marketing with limited time to prepare and deliver programmes and campaigns, I was looking forward to diving into some 'strategy' and getting a refresher course on 'how to do it right'. Well, that's exactly what Malcolm McDonald has written - a concise but extensive overview about why and how to plan marketing.