Synopsis
Both philosophically sound and practically oriented in its approach, "Marketing Planning Guide" outlines both principles and applications of the principles to provide a firm understanding of the marketing planning process. A reference for managers who have the responsibility of developing marketing plans for their firm's products, small business owners who want to plan their marketing activities, as well as college students who must develop a marketing plan, "Marketing Planning Guide" covers all aspects of marketing planning, including situation analysis, objectives, strategy, and control. Unlike other books of this type, this volume emphasizes techniques and tools rather than theory. The customer is a primary consideration in this approach - the focal point around which the rest of the planning process revolves. All material has been classroom-tested for readability and comprehension as well as usefulness in preparing a marketing plan as part of a course assignment. To promote the practical orientation of the book, worksheets at the end of the chapters assist in developing a marketing plan.
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From the Publisher
Summary & Reviews . . .
This timely book presents systematic approaches to developing marketing plans for products, services, and other situations. Philosophically sound and practically oriented, Marketing Planning Guide examines marketing principles and their applications to provide a complete understanding of the marketing planning process. All aspects of marketing planning, including situation analysis, objectives, strategy, and control, are thoroughly treated. Worksheets at the end of each chapter aid in creating a marketing plan. Students, first level managers responsible for developing marketing strategies for their firm’s products, and small business owners who need a crash course in successful marketing strategies will find these worksheets quite invaluable.
REVIEWS . . .
"A dynamic book that emphasizes a systematic approach to marketing planning. Each chapter begins with a one-page ‘business scenario’ and finishes with a worksheet that permits the reader to use the chapter as a stepping stone in producing a total marketing plan. COMPARED TO OTHER BOOKS ON THE TOPIC, THIS WORK EMPHASIZES A PRACTICAL APPROACH AND IS EASY TO UNDERSTAND as the authors avoid specialized jargon and theory. Strongly recommended for upper-division undergraduate and graduate students as well as business managers."
- Choice
"ONE OF THE MOST COMPREHENSIVE AND USEFUL PLANNING BOOKS AVAILABLE. Drawing from various disciplines, Marketing Planning Guide avails the user of a wealth of business expertise in a clear, easy-to-follow format. Numerous [techniques] blend into a customer-focused, goal-oriented framework that will assure quality results. Marketing Planning Guide is timely in its focus, accurate in its format, and practical in its application. It is recommended to any company or individual desiring to start up a new business, enter a new market, revive an old one, or launch a new product. It will permit the user to capitalize on competitive opportunities and to maximize profits. It is suggested reading for excellence in marketing."
- John W. Blaho, MBA, Manager of Program Administration, Nordam, Tulsa, Oklahoma
"The work aspires to direct those interested in the preparation of a strategic marketing plan. I believe they have succeeded."
- JAMS- Journal of the Academy of Marketing Science
"PROVIDES A STEP-BY-STEP PROCEDURE IN DEVELOPING A MARKETING PLAN. The end of chapter worksheets, when placed together, form the basis for a detailed marketing plan. For many managers, setting objectives is the hardest part of planning. Marketing Planning Guide takes the work out of developing realistic and measureable objective. The worksheets developed by the authors almost fill in their own blanks. Each chapter begins with a real life example of companies successfully engaged in marketing planning, as well as the failures of those who are not. These examples help the reader apply the ideas being discussed in the book."
- Randall E. Wade, MBA, Chair, Business and Office Technology Department, Rogue Community College
"Emphasizes marketing techniques and tools. It outlines principles and the application of these principles. Intended for first-level managers, students, and small business owners."
- Business Information Alert
About the Author
Wrenn is Assistant Professor of Marketing at Indiana University, Bloomington. He earned his PhD in marketing from Northwestern University, Bloomington.
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