Marketing Plan Handbook

ISBN-10: 0136089364
ISBN-13: 9780136089360
Edition: 4th 2011
Authors: Marian Burk Wood
List price: $43.99
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Description: For marketing courses that focus on creating a marketing plan. 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  More...

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Book details

List price: $43.99
Edition: 4th
Copyright year: 2011
Publisher: Pearson Education, Limited
Publication date: 2/11/2010
Binding: Paperback
Pages: 224
Size: 7.25" wide x 9.00" long x 0.50" tall
Weight: 0.968
Language: English

For marketing courses that focus on creating a marketing plan. 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.

Marian Burk Wood has held vice presidentialndash;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 toThe Marketing Plan Handbook,she is the author ofMarketing 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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