The Marketing Plan Handbook (4th Edition)

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9780136089360: The Marketing Plan Handbook (4th Edition)

A step-by-step guide to creating a customized marketing plan.

The Marketing Plan Handbook
is the only planning handbook to guide readers, step-by-step, through the complete development of a realistic, customized marketing plan.

The fourth edition includes dozens of new examples, a new conceptual model, and current coverage of the latest developments found in marketing today.

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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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