Marketing Plan: A Handbook - Softcover

Wood, Marian Burk

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40 ratings by Goodreads

9780131759473: Marketing Plan: A Handbook

Softcover

ISBN 10: 0131759477 ISBN 13: 9780131759473

Publisher: Pearson College Div, 2002

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Practical hands-on supplement enables readers to develop a realistic, customized marketing plan. Offers readers the opportunity to create and critique marketing plans for all kinds of organizations. Softcover.

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From the Back Cover:

Behind every successful product is a great marketing plan.

Marketing textbooks often contain marketing plan outlines or discuss the general use of marketing plans, but don't explain exactly how to develop a marketing plan. Yet that is exactly what student marketers really need.

This book fills the gap.

Here's what is included:

A step-by-step guide through the process
Timely real-world examples that illustrate key points
Sample marketing plans
Marketing Plan Pro software that makes things a snap
Internet resources
Additional features are available on the dedicated Web site www.prenhall.com/wood

Note to instructors: The Marketing Plan: A Handbook can be value-packaged for a deep-discount with any Prentice Hall Marketing textbook. For your convenience, we offer correlation guides suggesting how this book can be used with many of our bestselling textbooks. Please ask your local Prentice Hall representative for details or email college_marketing@prenhall.com.

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 Bov�e of Grossmont College), and principles of management (Courtland Bov�e 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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