The Marketing Plan: A Handbook

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9780130613172: The Marketing Plan: A Handbook

For marketing planning, marketing management and marketing strategy courses. This practical, hands-on supplement enables students to develop a realistic, customized marketing plan applying marketing concepts learned in the classroom. The Marketing Plan Pro software packaged with the text is a powerful tool that offers students the opportunity to create and critique marketing plans for all kinds of organizations. *User-friendly Marketing Plan Pro software packaged with the text. -Allows students to quickly and easily create customized marketing plans and critique sample plans. *Topic-by-topic integration of online and off-line resources. - Helps students locate data as they move through the process of researching and creating a customized marketing plan. *A detailed and realistic sample marketing plan, complete with annotations.- Shows students the content and format of a typical marketing plan. *Checklists summarizing and reinforcing key stages in the process of developing a marketing plan. - Prompts students to consider important issues and steps. *Specific, in-depth examples. - Shows how businesses and e-businesses actually apply key marketing concepts. Realism also comes from the Marketing Pathfinders Quote that starts each chapter, from leading marketing experts such as Dr. Philip Kotler.

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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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