A step-by-step guide to creating a customized marketing plan.
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.
The fourth edition includes dozens of new examples, a new conceptual model, and current coverage of the latest developments found in marketing today.
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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.
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Book Description Pearson, 2010. Book Condition: Very Good. International ed of 4th revised ed. N/A. Ships from the UK. Former Library book. Great condition for a used book! Minimal wear. Bookseller Inventory # GRP81243775
Book Description Pearson 2010-01-01, 2010. Paperback. Book Condition: Very Good. All books are pre-owned and will have been read by someone else before you. They may well show signs of minor wear and tear. Please note, cover images are illustrative only, and the actual book cover and edition can vary. Bookseller Inventory # 9780137053506-21
Book Description Pearson, 2010. Book Condition: D'occasion - TrÃ s Bon Etat. Service professionnel, envoi rapide et soignÂŽ sous enveloppe ÂˆÃŠ bulle, plus 10000 clients satisfaits, merci de vos achats d'avance. Bookseller Inventory # M4432