Marketing Plans: How to Prepare Them, How to Use Them (4th ed.) / Cybermarketing: How to Use the Internet to Market Your Goods and Services (2nd ed.)

Marketing Plans: How to Prepare Them, How to Use Them (4th ed.) Malcolm McDonald Butterworth-Heinemann, Oxford 2001 578 pp. ISBN 0 7506 4116 9 L26.99 (paperback)

Keywords Marketing, Planning process, Communication plan

Cybermarketing: How to Use the Internet to Market Your Goods and Services (2nd ed.) Pauline and Matthew Bickerton, Upkar Pardesi 2001 355 pp. ISBN 0 7506 47043 L19.99 (paperback)

Keywords Internet marketing, On-line promotions, Segmentations

Over 90 per cent of all books published never go beyond their first editions. Both of the above works did; in fact, McDonald's now is in a fourth edition, having sold over 100, 000 copies. Both are international best sellers for Butterworth-Heinemann bestsellers who published them in conjunction with The Chartered Insitute of Marketing with over 60,000 members worldwide.

Marketing Plans' 13 chapters cover every aspect of the process, from planning and auditing, to the communication and pricing plan, to distribution and implementation. Stepby-step formulas are offered not only for market planning, but also...