Indroduction The purpose of this paper is to discuss the elements of macroenvironment and microenvironment with respect to their implications on marketing plans. In order to be able to do this we shall first look at a definition of the marketing environment and the marketing plan before analysing those forces within the marketing environment which seem to be relevant for Macleans' marketing plan. Examples from industry will be given to support and illustrate the arguments. …showed first 75 words of 2143 total…

…showed last 75 words of 2143 total…sb.com/ Inside Cosmetics, Oct.1996 p2 Jobber, David; (1998) Principles and Practice of Marketing, McGraw-Hill, 2nd edn. p106; p120 Kotler, Philip (1988) Marketing Managing: Analysing, implementation and control, 6th edition, Prentice-Hall, p65, p137, p139 Market Research Europe, February 1998 p39 McDonald, Malcolm H.B.(1989) Marketing Plans, Heineman, 2nd edn. Mercer, David (1997) New Marketing Practice - Rules for success in a changing world, Penguin, p2, p6 Mlada Fronta, April 28, 1998 p15 Nikkey Weekly (Japan), August 24, 1998 p13 The Times, April 29, 1998 p8