Items related to The Marketing Plan Handbook: International Edition
For use as a supplement the main text in marketing management, principles of marketing, and marketing strategy courses.
The Marketing Plan Handbook guides students through the complete development of a realistic, customized marketing plan applying marketing concepts learned in the classroom. The Marketing Plan Pro software bundled with the text helps students create practical plans, and allows them to critique sample marketing plans that serve as models for their own plans.
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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. In addition to The Marketing Plan Handbook, she is the author of Marketing Planning: Principles into Practice, geared to the European market. Over the years, she has collaborated with well-known academic experts to coauthor college textbooks on principles of marketing, principles of advertising, and principles of management.
Wood has extensive practical experience in marketing planning, having formulated and implemented dozens of marketing plans for a wide range of goods and services. She also has developed numerous chapters, cases, sample plans, special features, exercises, and print and electronic supplements for college textbooks in marketing and related disciplines. A long-time member of the American Marketing Association, Wood holds an MBA in marketing from Long Island University in New York and a BA from the City University of New York. Her special interests in marketing include ethics, segmentation, channels, and B2B marketing.
"About this title" may belong to another edition of this title.
- PublisherPearson
- Publication date2004
- ISBN 10 0131968661
- ISBN 13 9780131968660
- BindingPaperback
- Edition number2
- Number of pages216
- Rating
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