
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.
It will take you only a few hours to go through this relatively precise and well-thought out methodology, which is based on sound principles (that’s always good!). The author also provides a number of tools, processes and practical tips which I would recommend to anyone involved in sales, marketing or business management. Clearly this book is a good reference source for anyone who needs to put together solid and effective marketing plans.

However, not enough time has been spent on analysing the impact that ‘distribution’ strategies will have on these marketing plans and how integrating your partners’ own marketing plans into yours can bear great fruit and maximise, as they say, your brand and presence.
Whilst the author also mentions sales, price, advertising and promotion strategies, little is said about incentives, loyalty programmes or even communications. I found this quite disappointing – all aspects of marketing, direct and indirect, should be addressed and reviewed, especially as the world is increasingly relying on ‘influenced’ business and commercial relationships.
In short, an easy book to read with some good tips. But, as the author is well aware, the ‘big wild world out there’ is under-resourced, highly-pressurised and often very tactical.
22-05-08