A step-by-step guide to creating a customized marketing plan, The Marketing Plan Handbook is the only planning handbook to guide readers, step-by-step, through the complete development of a realistic, customized marketing plan.
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New to This Edition
- New Sample Marketing Plan.
- New Examples of Marketing Plans in Action.
- New Coverage of Contemporary Concepts, Trends, and Technologies.
- New QR Codes to Showcase Online Marketing.
- Newly Revised Checklists.
- New PowerPoint Presentation.
Key Features
- Your Marketing Plan, Step By Step appears at the end of every chapter. By answering the questions and following up on the suggested data sources, students will have a head start in gathering information and analyzing alternatives for their plans.
- Real-World View of Marketing Planning: This edition contains dozens of new examples that illustrate how marketing planning is actually conducted in consumer and business markets, large and small companies, traditional and online businesses, U.S. and international firms, and not-for-profit organizations.
- NEW! Sample Marketing Plan: PretzL Elegance. Based on a fictional startup company, this case study gives students an idea of how a typical marketing plan is organized and presented.
- Model of the Marketing Plan Process: A new conceptual model, introduced in Chapter 1, guides students through the process of creating a marketing plan, which is repeated in all ten chapters, and serves as a “you are here” map for the book’s topics.
- Checklists ensure that students’ marketing plans cover all the basics. In every chapter, Checklists summarize key areas that need to be examined.
- Practical Planning Tips in the margin help students make the transition from theory to application.
- Powerful PowerPoint Presentation includes expanded content and eye-catching graphics make this a high-impact presentation package for instructors.
- Exclusive Online Features
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
- Glossary.
- Credits.
- Index.
About the Authors
- 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. 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.
Book Details
- Paperback: 224 pages
- Publisher: Prentice Hall; 5 edition (c2014)
- Language: English
- ISBN-10: 0133078353
- ISBN-13: 978-0133078350
- Product Dimensions: 0.4 x 7.3 x 9 inches
- List Price: $84.60