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| MARKETING PLANS THAT WORK
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To order this title, and for more information, click here
Second Edition
By
Malcolm McDonald, Until recently, Professor of Marketing and Deputy Director of Cranfield School of Management and formerly Marketing Director of Canada Dry, UK
Warren Keegan, Professor of Marketing & International Business and Director of the Center for Global Business Strategy, Pace University, New York City
Description
Marketing Plans That Work is a practical and insightful step-by-step guide to successfully preparing and executing a marketing plan. The
book combines the very best of current practice with necessary theoretical and technical background. Marketing managers and business
executives developing marketing and e-business strategies, especially those integrating new marketing technologies, will profit tremendously
from Marketing Plans That Work.
Readers praised the first edition of this book its pragmatic marketing framework and best practices.
Now this new edition builds on the first edition's success by including new examples, the latest techniques, and new chapters on marketing
strategy and e-commerce. This edition adds technology to its focus in response to today's need to enhance sustainable competitive advantage.
Contents
Preface; What is a marketing plan?; Understanding the marketing process; The marketing planning process; Marketing objectives and strategies;
Marketing information, probing, and forecasting; The marketing audit: customers and markets; The marketing audit: products; E-commerce
and internet marketing; The communication plan: advertising and sales promotion; The communication plan: sales; The pricing plan; The
distribution plan; Implementation issues in marketing planning; Marketing planning in review; Authors' note; Recommended reading; Glossary;
Index.
| Bibliographic details |
Paperback, 264 pages, publication date: NOV-2001
ISBN-13: 978-0-7506-7307-5
ISBN-10: 0-7506-7307-9
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
EUR 35.95
GBP 24.99
USD 37.95
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076/734
Last update: 4 Sep 2009
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