Marketing plans that work
Subtitle: targeting growth and profitability
By: Malcolm H. B. McDonald, Warren J. Keegan.
Contributors: Keegan, Warren J 1936-
Publisher: Butterworth-Heinemann
Published: 1997
Place of publication: Boston
Language: eng
Number of pages: 236
Subjects: Marketing -- Planning.
Description: The key to success in marketing and business is to recognize that the essence of marketing and strategy is focus. Marketing Plans That Work helps you identify and target markets where you can create a unique value for your customers and a sustainable competitive advantage for your company.

Marketing Plans That Work is a step-by-step guide to the preparation of a marketing plan. The approach taken by the authors is practical, comprehensive, strategic, and global. It guides the reader through the difficult process of marketing planning with an easy-to-follow outline.
Notes: Includes index.