Marketing Plans That Work: Targeting Growth and Profitability

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.

Any book can provide the simple outline for the process of marketing planning. Marketing Plans That Work, Targeting Growth and Profitability goes a step beyond and provides detailed answers to such questions as: When should it be done, how often, by whom, and how?; Is it different in a large and a small company?; Is it different in an international and domestic company?; What is the role of the chief executive?; What is the role of the planning department? Additionally, this text is linked to EXMAR, the software application that allows you to create a marketing plan by answering questions as outlined in the book.

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.

Professor of marketing and international business at Pace University's Lubin School of Business in New York, where he also serves as the director of the Center for Global Business Strategy. Dr. Keegan is the president of Warren Keegan Associates, Inc., a firm that focuses on marketing and global strategic management.

MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.