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The Marketing Plan Handbook,9780132237550
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The Marketing Plan Handbook

by
Edition:
3rd
ISBN13:

9780132237550

ISBN10:
0132237555
Format:
Paperback
Pub. Date:
1/1/2008
Publisher(s):
Prentice Hall
List Price: $82.20

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Summary

How do you get your students actively engaged in applying concepts while writing a marketing plan? What types of tools would you like to help guide them along in the creation process? How do you integrate the ever-changing business environment into the idea of writing marketing plans? Never has a carefully crafted, properly implemented marketing plan been more important to business success. The text illustrates how marketing planning is actually applied in consumer and business markets, in large and small companies, in traditional and online businesses, and in nonprofit organizations. To reinforce this real-world view, key examples also demonstrate how todayrs"s global economy and dynamic business environment can cause marketers to change their plans as the situation evolves. Through specific features, the text encourages students to formulate imaginative, yet realistic, marketing plans.

Author Biography

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.

Table of Contents

Introduction to Marketing Planning
Analyzing the Current Situation
Understanding Markets and Customers
Planning Segmentation, Targeting, and Positioning
Planning Direction, Objectives, and Marketing Support
Developing Product and Brand Strategy
Developing Pricing Strategy
Developing Channel and Logistics Strategy
Developing Integrated Marketing Communication Strategy
Planning Performance Measurement and Implementation Control
Appendix Sample Marketing Plan: Sonic Superphone
Glossary References (endnotes from all chapters)
Credits (sources for exhibits, ads, screen grabs)
Index (company/product and subject together?)
Table of Contents provided by Publisher. All Rights Reserved.


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