Marketing Plan Handbook

  • ISBN13:


  • ISBN10:


  • Edition: 5th
  • Format: Paperback
  • Copyright: 2012-12-21
  • Publisher: Pearson

Note: Supplemental materials are not guaranteed with Rental or Used book purchases.

Purchase Benefits

  • Free Shipping On Orders Over $35!
    Your order must be $35 or more to qualify for free economy shipping. Bulk sales, PO's, Marketplace items, eBooks and apparel do not qualify for this offer.
  • Get Rewarded for Ordering Your Textbooks! Enroll Now
  • We Buy This Book Back!
    In-Store Credit: $34.65
    Check/Direct Deposit: $33.00
    PayPal: $33.00
List Price: $103.40 Save up to $80.31
  • Rent Book $31.02
    Add to Cart Free Shipping


Supplemental Materials

What is included with this book?

  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
  • The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.


Directed primarily toward undergraduate Marketing college/university majors, this text also provides practical content to current and aspiring industry professionals. The Marketing Plan Handbookis the only planning handbook to guide readers, step-by-step, through the complete development of a realistic, customized marketing plan.

Author Biography

Marian Burk Wood has held vice presidential-level positions in corporate and not-for-profit marketing with Citibank, JP Morgan Chase, 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 Essential Guide to Marketing Planning and Marketing Planning: Principles into Practice , both geared to the European market.


Wood holds an MBA in marketing from Long Island University in New York and a BA from the City University of New York. She has extensive practical experience in marketing planning, having formulated and implemented dozens of marketing plans for a variety of goods and services. She has also developed numerous chapters, cases, sample plans, exercises, and print and digital supplements for college textbooks in marketing, advertising, and related disciplines. Her special interests in marketing include social media, ethics, segmentation, channels, and B2B marketing.


Please visit her marketing blog at http://marketinghandbook.blogspot.com


Table of Contents


 1. Marketing Planning: New Pace, New Possibilities 

 2. Analyzing the Current Situation 

 3. Understanding Markets and Customers 

 4. Segmenting, Targeting, and Positioning 

 5. Planning Direction, Objectives, and Marketing Support 

 6. Developing Product and Brand Strategy 

 7. Developing Pricing Strategy 

 8. Developing Channel and Logistics Strategy 

 9. Developing Marketing Communications and Influence Strategy 

 10. Planning Metrics and Implementation Control 

Appendix. Sample Marketing Plan: PretzL Elegance




Rewards Program

Write a Review