Business/Investing Marketing Plans That Work, Targeting Growth and Profitability (0750698284)

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Malcolm H. B. McDonald, Warren J. Keegan, "Marketing Plans That Work, Targeting Growth and Profitability"

-Practical, step-by-step guide to marketing planning.

-Integrates useful parts of the marketing audit.

-Dynamic writing team of US professional and respected European marketing authority.

-Linked to EXMAR, a marketing plan software application.

For marketing managers and business executives concerned with profitability and sustained growth of their organizations, Marketing Plans provides a practical and insightful step-by-step guide on how to prepare and use a marketing plan. The whole process of marketing planning from initial assessment of a company's business plan to the steps necessary to ensure a company achieves its profit targets is fully explained. There is also a section which provides a `this is how you do it' guide to devising your own marketing plan, combining the very best of current practice with the necessary theoretical background.

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