FREE SHIPPING BOTH WAYS
ON EVERY ORDER!
LIST PRICE:
$82.20
Sorry, this item is currently unavailable.
The Marketing Plan Handbook
ISBN: 9780132237550 | 0132237555
Edition: 3rdFormat: Paperback
Publisher: Prentice Hall
Pub. Date: 1/1/2008
Why Rent from Knetbooks?
Because Knetbooks knows college students. Our rental program is designed to save you time and money. Whether you need a textbook for a semester, quarter or even a summer session, we have an option for you. Simply select a rental period, enter your information and your book will be on its way!
Top 5 reasons to order all your textbooks from Knetbooks:
- We have the lowest prices on thousands of popular textbooks
- Free shipping both ways on ALL orders
- Most orders ship within 48 hours
- Need your book longer than expected? Extending your rental is simple
- Our customer support team is always here to help
"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 onl... MORE
| 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 I... MORE | |
| 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. |
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.
Related Products
Guide to Presentations
