Marketing Plans That Work / Edition 2

Marketing Plans That Work / Edition 2

by Malcolm McDonald, Warren Keegan
     
 

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… See more details below

Overview

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.

* New edition of a bestseller
* Leading-edge strategies for competitive advantage in marketing and e-commerce
* Bridges new technologies and innovative marketing techniques

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Product Details

ISBN-13:
9780750673075
Publisher:
Elsevier Science
Publication date:
11/19/2001
Edition description:
REV
Pages:
264
Product dimensions:
0.55(w) x 7.50(h) x 9.25(d)

Table of 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.

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