Marketing Plans That Work: Targeting Growth and Profitability - Couverture souple

McDonald, Malcolm H. B.; Keegan, Warren J.

Couverture souple

ISBN 10 : 0750698284 ISBN 13 : 9780750698283

Editeur : Butterworth-Heinemann, 1997

Synopsis

Book by Keegan Warren McDonald Malcolm

A propos du livre

Revue de presse

"Addressing the practices of marketing with clarity and insight, this book is one of the best on the topic to come along for some time. The authors provide the novice with a clear overview of what marketing is all about and how vital marketing is to a company's welfare. While the book briefly covers the basics of marketing (e.g., marketing concept and marketing mix, it also deals with more advanced considerations that challenge businesses daily. As the title suggests, this volume takes the reader through the process of market planning. Each of the 14 chapters concentrates on the steps for developing a comprehensive marketing plan, beginning with a careful explanation of how the marketing process impacts business and proceeding to implementation of the plan itself. ...Recommended for lower-division undergraduate through practitioner collections." - Choice

Review of the first edition:
"Finally, a book devoted to assisting managers to understand and develop first rate marketing plans." - Philip Kotler, Distinguished Professor of International Marketing, J.L. Kellogg Graduate School of Management

Présentation de l'éditeur

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

Détails de l'édition

• Éditeur: Butterworth-Heinemann
• Date d'édition: 1997
• Langue: anglais
• ISBN 10: 0750698284
• ISBN 13: 9780750698283
• Reliure: Broché
• Nombre de pages: 240
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible