Marketing PlanPro Premier (Integrated Component)

Palo Alto Software

ISBN 10: 0132237571 ISBN 13: 9780132237574

Publisher: Prentice Hall, 2007

Palo Alto's highly rated software program that guides students through the development of a structured marketing plan. This software includes an introductory video, help wizards, and other valuable features to guide users through marketing analysis and plan for each element of the marketing mix. It also helps users prepare for implementation, compare actual to planned results, and assess the financial value of marketing programs through profitability, ROI, and customer lifetime value calculations.

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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.

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