Marketing Plan : A Handbook with Marketing PlanPro: International Edition
Designed to complement any marketing course, from Principles of Marketing to Marketing Management, in which students are asked to create a marketing plan.This paperback handbook guides students on how to develop a realistic, customized marketing plan by applying marketing concepts learned in the classroom. The Marketing Plan Pro software that can be packaged with the text is a powerful commercial software tool that helps students create practical plans and critique sample marketing plans for all kinds of organizations.
- Mixed media product | 202 pages
- 202 x 254 x 8mm | 470g
- 01 Mar 2004
- Pearson Education (US)
- United States
Table of contents
1. Introduction to Marketing Planning. 2. Analyzing Your Current Situation. 3. Understanding Markets and Customers. 4. Planning Segmentation, Targeting, and Positioning. 5. Determining Objectives and Strategic Direction. 6. Developing Marketing Strategies and Programs. 7. Budgeting, Forecasting, and Tracking Progress. 8. Controlling Plan Implementation. Appendix 1: Marketing Plan Resources. Appendix 2: Sample Marketing Plan. Appendix 3: Documenting a Marketing Plan With Marketing Plan Pro. Glossary.
"The budgeting and measuring presentations are particularly helpful. The topical examples are excellent." - Professor Michael J. Swenson, Marriott School, Brigham Young University"Doesn't read like a text, but more like a how-to guide for entrepreneurs." - Professor Scott Roberts, Northern Arizona University"The writing style is fresh, clean, and uses excellent examples. Examples are well integrated. Quotes are well selected." - Professor Gary Schornack, University of Colorado at Denver"Because I center my teaching around the Marketing Management text by Professor Philip Kotler, I see how I can effectively mesh this book into my current course." - Professor Henry O. Pruden, Golden Gate University
About Marian Burk Wood
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. Working with well-known academic experts, she has co-authored undergraduate college textbooks on principles of marketing (with Dr. Bill Nickels of University of Maryland), principles of advertising (Courtland Bovee of Grossmont College), and principles of management (Courtland Bovee of Grossmont College). Wood has developed dozens of marketing plans over the years for a wide range of goods and services. She has also created detailed, realistic chapters, cases, features, exercises, and print and electronic supplements for numerous college texts in marketing and related disciplines. Wood holds an M.B.A. in marketing from Long Island University in New York and a B.A. from the City University of New York.