The Marketing Plan Handbook: United States Edition - Softcover

Wood, Marian Burk

Softcover

ISBN 10: 0131485253 ISBN 13: 9780131485259

Publisher: Pearson, 2004

Synopsis

For use as a supplement the main text in marketing management, principles of marketing, and marketing strategy courses.

The Marketing Plan Handbook guides students through the complete development of a realistic, customized marketing plan applying marketing concepts learned in the classroom. The Marketing Plan Pro software bundled with the text helps students create practical plans, and allows them to critique sample marketing plans that serve as models for their own plans.

About this title

Review:

"The budgeting and measuring presentations are particularly helpful. The topical examples are excellent." ― Professor Michael J. Swenson, Marriott School, Brigham Young University

"Doesn't read like a text, but more like a how-to guide for entrepreneurs." ― Professor Scott Roberts, Northern Arizona University

"The writing style is fresh, clean, and uses excellent examples. Examples are well integrated. Quotes are well selected." ― Professor Gary Schornack, University of Colorado at Denver

"Because I center my teaching around the Marketing Management text by Professor Philip Kotler, I see how I can effectively mesh this book into my current course." ― Professor Henry O. Pruden, Golden Gate University

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. 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.

About this edition

• Publisher: Pearson
• Publication date: 2004
• ISBN 10: 0131485253
• ISBN 13: 9780131485259
• Binding: Paperback
• Edition number: 2
• Number of pages: 216