Publisher's Synopsis
Organized in ten sections, using 100 matrices, Malcolm McDonald and John Leppard have created a book that will stimulate creativity, prompt ideas and new avenues of thought for practical decision making.;With the aid of bi-polar diagrams, complex problems can be simplified and in a hard and competitive world, quick solutions can be found.;Malcolm MacDonald is Professor of Marketing Planning and Director of the International Planning Centre at the Cranfield School of Management and a Director of a number of companies. He is a graduate in English Language and Literature from Oxford University, in Business Studies from the Cranfield Institute of Technology. He has extensive industrial experience, including a number of years as Marketing Director of Canada Dry. During the past ten years he has run a series of successful seminars and workshops on Australasia and the USA. He has written ten books on marketing and many of his papers have been published. He is editor of "International Marketing Review".;John Leppard runs his own consultancy business which specializes in management development, marketing and designing training packages. He has many years experience of industrial and commercial training, both as a company practitioner and as an external adviser. In addition to his work with client companies, he is Visiting Lecturer at Cranfield School of Management.;He was awarded his MPhil at the Cranfield Institute of Technology for his research into the influence that corporate culture has on the marketing planning processes of companies.
