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Behind every successful product is a great marketing plan.

Marketing textbooks often contain marketing plan outlines or discuss the general use of marketing plans, but don't explain exactly how to develop a marketing plan. Yet that is exactly what student marketers really need.

This book fills the gap.

Here's what is included:

  • A step-by-step guide through the process
  • Timely real-world examples that illustrate key points
  • Sample marketing plans
  • Marketing Plan Pro software that makes things a snap
  • Internet resources
  • Additional features are available on the dedicated Web site

Note to instructors: The Marketing Plan: A Handbook can be value-packaged for a deep-discount with any Prentice Hall Marketing textbook. For your convenience, we offer correlation guides suggesting how this book can be used with many of our bestselling textbooks. Please ask your local Prentice Hall representative for details or email

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Product Details

  • ISBN-13: 9780131759473
  • Publisher: Prentice Hall
  • Publication date: 7/13/2002
  • Edition description: Older Edition
  • Edition number: 1
  • Pages: 202
  • Product dimensions: 7.80 (w) x 0.50 (h) x 9.80 (d)

Meet the Author

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 Bovée of Grossmont College), and principles of management (Courtland Bovée 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.

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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.

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Behind every successful product is a good marketing plan. Marketing textbooks often contain marketing plan outlines or discuss the general use of marketing plans, but don't explain exactly how to develop a marketing plan—yet that's what student marketers really need. This book fills the gap, supplementing the material in marketing principles texts, marketing management texts, and marketing strategy texts with step-by-step coverage of the structured process that leads to a complete and actionable marketing plan. Only with such a detailed map can marketers explore the most promising marketing opportunities in today's highly volatile global environment. Marketers are therefore pathfinders, charting paths to profitability and identifying potential trouble spots to avoid during the journey. The pathfinder theme runs subtly throughout the book, supported by Marketing Pathfinder's Quotes (at the start of every chapter) and Pathfinder's Tips (in the margin).

Plan of the Book

The Marketing Plan: A Handbook provides "how to" coverage of the marketing planning process in logical order, supported by three appendixes and a glossary.

  • Chapter 1: Introduction to Marketing Planning—Overview of the marketing planning process, the contents of a marketing plan, and key tools and principles for marketers.
  • Chapter 2: Analyzing the Current Situation—How to examine the internal and external environment in preparation for a SWOT (strengths, weaknesses, opportunities, threats) analysis.
  • Chapter 3: Understanding Markets and Customers—How to investigate consumer/business markets and customers by analyzing needs, demand, growth, share,attitudes, buying behavior, satisfaction, and other characteristics.
  • Chapter 4: Planning Segmentation, Targeting, and Positioning—How to apply knowledge of markets and customers to identify, evaluate, and target specific customer segments and formulate a positioning strategy for competitive advantage.
  • Chapter 5: Determining Objectives and Strategic Direction—How to set marketing and financial objectives to support overall organizational goals and strategic direction.
  • Chapter 6: Developing Marketing Strategies and Programs—How to design external and internal marketing strategies and tactics, consistent with positioning, to achieve marketing and financial objectives.
  • Chapter 7: Budgeting, Forecasting, and Tracking Progress—How to use budgets, forecasts, schedules, and selected metrics to set standards and measure progress toward objectives and goals.
  • Chapter 8: Controlling Plan Implementation—How to analyze marketing plan results and apply standards to track performance, identify problems, and take corrective action if needed.
  • Appendix 1: Marketing Plan Resources—Convenient listing, by category, of valuable printed and online resources for marketing planning.
  • Appendix 2: Sample Marketing Plan—Detailed sample plan for Sonic personal digital assistant, as a model for developing and documenting the marketing plan.
  • Appendix 3: Documenting a Marketing Plan with Marketing Plan Pro Software—Detailed instructions for using the bundled software to study sample plans and prepare new marketing plans.
  • Glossary—Alphabetical listing of key terms and definitions, showing the chapter where each is first defined.
Marketing Plan Pro Simplifies Planning

Bundled with the book, the highly rated Marketing Plan Pro software is an easy-to-use program for documenting marketing plans. The software also includes sample marketing plans from a variety of for-profit and nonprofit organizations, including manufacturers, retailers, consulting firms, service businesses, and a community theater group. Preparing the financials to support a marketing plan can be tedious and time-consuming; this software package streamlines the process with built-in spreadsheet and charting capabilities. Turn to Appendix 3 for full details about using Marketing Plan Pro to study the sample plans and document a marketing plan following the chapter-by-chapter steps in this handbook. And check the special Web site at for technical support, FAQs, and more.

Special Features Support Planning

The Marketing Plan: A Handbook supports the hands-on development of creative yet realistic marketing plans through a series of special features:

  • Valuable resource lists. Where do marketers find the facts, figures, and background data they need? Chapter-by-chapter lists of online and printed resources show where information and background data can be found. These resources are summarized by category in Appendix 1.
  • Detailed checklists. What questions should marketers be asking? Fourteen checklists, strategically positioned in chapters 2-8, summarize the key points that marketers need to investigate.
  • Current examples. How are companies actually putting their marketing plans to work? Every chapter showcases at least 10 recent, real-world examples of businesses and nonprofit organizations applying marketing principles-including many international examples.
  • Key term definitions. What is the proper terminology? Key terms are carefully defined in the text and highlighted in the margin. All key terms are collected in a back-of-book glossary for quick reference.
  • Sample marketing plan. What does a marketing plan look like? Appendix 2 presents a sample marketing plan for the hypothetical Sonic personal digital assistant. This sample plan coordinates with the marketing plan and exercises in Philip Kotler's Marketing Management text.
More Features on Dedicated Web Site

Visit where more features to support the use of this book are available. For convenience, the Web site includes hotlinks to all the online resources shown in Appendix 1, arranged by category. The site also has a hotlink to Palo Alto Software's special Web page for Prentice Hall users where answers to technical questions about Marketing Plan Pro software and other useful tools can be found. Because the marketing textbooks that this book can supplement are periodically updated, the Web site will have the latest topic-by-topic coordination with all the books' tables of contents. Finally, the Web site presents two discussion questions per chapter, with instructor's manual information in a password-protected area for faculty.

Value Packages and Integration with Marketing Texts

For convenience, several correlation guides are provided that show how The Marketing Plan: A Handbook can be used to supplement seven leading Prentice Hall marketing textbooks. The ISBN listed with each textbook below makes it easy to order a Prentice Hall Value Package, which includes the textbook packaged with The Marketing Plan: A Handbook at a deeply discounted price.

  • Marketing Management, 11e by Philip Kotler
    ISBN 0130782866
  • A Framework for Marketing Management by Philip Kotler
    ISBN 0130782505
  • Marketing Management by Noel Capon and James M. Hulbert
    ISBN 0130782599
  • Marketing Management by Russell S. Winer
    ISBN 0130782580
  • Market-Based Management, 2e by Roger J. Best
    ISBN 0130145467
  • Marketing: An Introduction, 6e by Gary Armstrong and Philip Kotler
    ISBN 0130782564
  • Principles of Marketing, 9e by Philip Kotler and Gary Armstrong
    ISBN 0130782572
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