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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.
Here's what is included:
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 email@example.com.
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.
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.
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:
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.