/ SECOND EDITION
MARKETING THAT WORK MALCOLM H. B. MCDONALD AND WARREN J. KEEGAN
Marketing Plans That Work
*
Marketing Plans That Work Second Edition
Malcolm H. B. McDonald Warren J. Keegan
B H
UTTERWQRTH E I N E M A N N
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McDonald, Malcolm. Marketing plans that work / Malcolm H.B. McDonald, Warren J. Keegan.—2nd ed. p. cm. Includes bibliographical references (p.) and index. ISBN 0-7506-7307-9 (pbk. : alk. paper) 1. Marketing—Planning. I. Keegan, Warren J. 13. Title. HF5415.13 .M3154 2002 658.8'02—dc21 2001043345 British Library Cataloguing-in-Publication Data
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Contents
Preface
vii
Chapter 1
What Is a Marketing Plan?
Chapter 2
Understanding the Marketing Process
Chapter 3
The Marketing Planning Process
Chapter 4
Marketing Objectives and Strategies
37
Chapter 5
Marketing Research and Forecasting
61
Chapter 6
The Marketing Audit: Customers and Markets
Chapter 7
The Marketing Audit: Products
Chapter 8
E-commerce and Internet Marketing
Chapter 9
The Communication Plan: Advertising and Sales Promotion
1 5
15
95 135
149
Chapter 10
The Communication Plan: Sales
Chapter 11
The Pricing Plan
Chapter 12
The Distribution Plan
Chapter 13
Implementation Issues in Marketing Planning
Chapter 14
Marketing Planning in Review
Authors' Note Glossary Index
241
247
239
77
163
175 185
213
199
V
Preface
The purpose of the second edition of Marketing Plans That Work is to explain and demonstrate, in a clear and easy-to-follow format, how to pre¬ pare and use a marketing plan. The content of the book is equally relevant for consumer, service, industrial, for-profit, and not-for-profit organiza¬ tions; and for established and start-up companies. It is applicable to both traditional organizational marketing and societal marketing. The