Pub. Date:
Elsevier Science
Marketing Plans That Work / Edition 2

Marketing Plans That Work / Edition 2

by Malcolm McDonald, Warren Keegan


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Marketing Plans That Work, Second Edition, 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. 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. It also adds technology to its focus in response to today's need to enhance sustainable competitive advantage.

Marketing managers and business executives developing marketing and e-business strategies, especially those integrating new marketing technologies, will profit tremendously from this book.

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

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)

About the Author

MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.

Professor of marketing and international business at Pace University’s Lubin School of Business in New York, where he also serves as the director of the Center for Global Business Strategy. Dr. Keegan is the president of Warren Keegan Associates, Inc., a firm that focuses on marketing and global strategic management.

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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