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 online businesses, and in nonprofit organizations. To reinforce this real-world view, key examples also demonstrate how today’s global economy and dynamic business environment can cause marketers to change their plans as the situation evolves. Through specific features, the text encourages students to formulate imaginative, yet realistic, marketing plans.
0135136288 / 9780135136287 Marketing Plan Handbook, The, and Pro Premier Marketing Plan Package
Package consists of
0132237555 / 9780132237550 Marketing Plan Handbook,
0132237571 / 9780132237574 Marketing PlanPro Premier
About 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. 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.
Table of Contents
Table of Contents
Chapter 1 Introduction to Marketing Planning
Chapter 2 Analyzing the Current Situation
Chapter 3 Understanding Markets and Customers
Chapter 4 Planning Segmentation, Targeting, and Positioning
Chapter 5 Planning Direction, Objectives, and Marketing Support
Chapter 6 Developing Product and Brand Strategy
Chapter 7 Developing Pricing Strategy
Chapter 8 Developing Channel and Logistics Strategy
Chapter 9 Developing Integrated Marketing Communication Strategy
Chapter 10 Planning Performance Measurement and Implementation Control
Appendix Sample Marketing Plan: Sonic Superphone
References (endnotes from all chapters)
Credits (sources for exhibits, ads, screen grabs)
Index (company/product and subject together?)