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THE CLASSIC guide to develop a marketing plan—completely updated!
The newly revised Marketing Planning Guide, Third Edition is the step-by-step guide that gives you the tools to prepare an effective marketing plan for a company, product, or service. With over 50 pages of updated material, this classic textbook has the solid foundation of knowledge and philosophy of the previous editions while adding essential new information on Internet marketing, business ethics, and an illustrative sample business plan. Worksheets at the end of each chapter guide you in creating your own plan—once all the worksheets are completed you will have roughed out your own complete marketing plan. The accompanying instructor's package includes a helpful manual, a detailed sample course syllabus, and a test bank featuring a multiple-choice and true-false questions for each chapter with answers.
This edition of the Marketing Planning Guide contains clear tables and diagrams, is fully referenced, and has updated examples for easy understanding of concepts. It shows how to:
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Wrenn is Assistant Professor of Marketing at Indiana University, Bloomington. He earned his PhD in marketing from Northwestern University, Bloomington.Review:
"MANY KINDS OF READERS WILL FIND THIS BOOK USEFUL." -- Dawn Iacobucci, PhD, Professor of Marketing, University of Pennsylvania, Wharton
"THE WORKSHEETS IN THE APPENDICES ARE EXCELLENT TOOLS TO HELP STUDENTS understand how a marketing plan is written." -- Deirdre Bird, PhD, Assistant Professor of Marketing, Providence College
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