Further Reading

Deepen your knowledge with carefully selected resources.

10.1: Hackley, C. and Hackley, R.A. (2017) Advertising and Promotion. 4th edn. London: SAGE.

Description: Useful background book to advertising and promotion within the context of planning

10.2: Brown, S.W. (2001) Marketing – The Retro Revolution. London: SAGE.

Description: An older and very readable book about all aspects of marketing including planning

10.3: McDonald, M. (2016) Malcolm McDonald on Marketing Planning. 2nd edn. London: Kogan Page.

Description: Malcolm McDonald could be credited with bringing marketing planning to the UK at a time when it was mainly based in the United States. This no nonsense book looks ta the different aspects of marketing planning from a traditional perspective