Description
Elsevier Marketing Plans That Work by Malcolm McDonald, Warren Keegan
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.
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.