The Marketing Plan Handbook - Softcover

Wood, Marian Burk

3.1

40 ratings by Goodreads

9780131641495: The Marketing Plan Handbook

Softcover

ISBN 10: 0131641492 ISBN 13: 9780131641495

Publisher: Pearson College Div, 2004

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The Marketing Plan Handbook guides readers through the complete development of a realistic, customized marketing plan, and the Marketing Plan Pro software bundled with the book helps users create practical plans, and allows them to critique sample marketing plans. From the introduction to marketing planning to market analysis, strategic development, and plan implementation, this book covers all aspects of the marketing plan. A great introduction and overview for any business owner, marketing agent, or anyone looking for a practical guide to marketing planning.

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From the Back Cover:

This practical, hands-on supplement enables readers to develop a realistic, customized marketing plan. The Marketing Plan Pro software packaged with the book is a powerful tool that offers readers the opportunity to create and critique marketing plans for all kinds of organizations. User-friendly Marketing Plan Pro software allows readers to quickly and easily create customized marketing plans and critique sample plans. Topic-by-topic integration of online and off-line resources helps readers locate data as they move through the process of researching and creating a customized marketing plan. A valuable handbook for marketing managers, brand managers, directors of marketing, advertising managers, market analysts, small business owners and entrepeneurs.

About the Author:

Marian Burk Wood has held vice-presidential level positions in corporate and nonprofit marketing with Citibank, Chase Manhattan Bank, and the National Retail Federation, as well as management positions with national retail chains. Working with well-known academic experts, she has co-authored undergraduate college textbooks on principles of marketing (with Dr. Bill Nickels of University of Maryland), principles of advertising (Courtland Bovee of Grossmont College), and principles of management (Courtland Bovee of Grossmont College). Wood has developed dozens of marketing plans over the years for a wide range of goods and services. She has also created detailed, realistic chapters, cases, features, exercises, and print and electronic supplements for numerous college texts in marketing and related disciplines. Wood holds an M.B.A. in marketing from Long Island University in New York and a B.A. from the City University of New York.

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