Marketing Plan Handbook, The - Softcover

Marian Burk Wood

Softcover

ISBN 10: 0133078353 ISBN 13: 9780133078350

Publisher: Pearson, 2013

Synopsis

Directed primarily toward undergraduate Marketing college/university majors, this text also provides practical content to current and aspiring industry professionals.

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.

About this title

About the Author:

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. In addition to The Marketing Plan Handbook, she is the author of Essential Guide to Marketing Planning and Marketing Planning: Principles into Practice, both geared to the European market.

 

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.

 

Please visit her marketing blog at http://marketinghandbook.blogspot.com

 

About this edition

• Publisher: Pearson
• Publication date: 2013
• ISBN 10: 0133078353
• ISBN 13: 9780133078350
• Binding: Paperback
• Edition number: 5
• Number of pages: 232