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Marketing plans that work

Author: Malcolm McDonald; Warren J Keegan
Publisher: Boston : Butterworth-Heinemann, ©2002.
Edition/Format:   Book : English : 2nd edView all editions and formats
Database:WorldCat
Summary:
"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  Read more...
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Malcolm McDonald; Warren J Keegan
ISBN: 0750673079 9780750673075
OCLC Number: 47797875
Description: viii, 254 p. : ill. ; 23 cm.
Contents: ch. 1. What is a marketing plan --
ch. 2. Understanding the marketing process --
ch. 3. The marketing planning process --
ch. 4. Marketing objectives and strategies --
ch. 5. Marketing research and forecasting --
ch. 6. The marketing audit : customers and markets --
ch. 7. The marketing audit : products --
ch. 8. E-commerce and Internet marketing --
ch. 9. The communication plan : advertising and sales promotion --
ch. 10. The communication plan : sales --
ch. 11. The pricing plan --
ch. 12. The distribution plan --
ch. 13. Implementation issues in marketing planning --
ch. 14. Marketing planning in review.
Responsibility: Malcolm H.B. McDonald, Warren J. Keegan.
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Abstract:

"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."--BOOK JACKET.

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