Marketing Plan Handbook and Marketing Plan Pro: International Edition - Softcover

Palo Alto Software

Softcover

ISBN 10: 0131972677 ISBN 13: 9780131972674

Publisher: Pearson, 2004

Synopsis

For any course in which developing a marketing plan is required, such as Principles of Marketing, Marketing Management, or Marketing Strategy.   Use standalone or as a supplement to a core text.

The marketing plan guide that’s practical, applied, and includes Marketing PlanPro software by Palo Alto.  Applying marketing concepts learned in the classroom, The Marketing Plan Handbook, 2e, guides students through the development of a realistic, customized marketing plan.   It’s the only guide that includes Palo Alto's award winning Marketing PlanPro 6.0 software, which includes various sample marketing plans and helps students develop their own. 

Instructors: This handbook is available at a deep discount, but only when ordered shrink-wrapped with another Prentice Hall text.  Contact your local sales rep for value-pack options and ISBNs.  Note: Marketing PlanPro software is not available standalone from Prentice Hall publishing.

About this title

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 edition

• Publisher: Pearson
• Publication date: 2004
• ISBN 10: 0131972677
• ISBN 13: 9780131972674
• Binding: Paperback
• Edition number: 2
• Number of pages: 216