Malcolm McDonald – Marketing Plans That Work


Malcolm McDonald – Marketing Plans That Work

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Marketing Plans That Work, Second Edition, 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.

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. It also adds technology to its focus in response to today’s need to enhance sustainable competitive advantage.

Marketing managers and business executives developing marketing and e-business strategies, especially those integrating new marketing technologies, will profit tremendously from this book.


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