Marketing Plan Handbook

Paperback | December 21, 2012

byMarian Burk Wood

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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.

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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.

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 Plannin...

other books by Marian Burk Wood

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Format:PaperbackDimensions:224 pages, 9.1 × 7.2 × 0.6 inPublished:December 21, 2012Publisher:Pearson EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0133078353

ISBN - 13:9780133078350

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Table of Contents

Preface

 1. Marketing Planning: New Pace, New Possibilities 

 2. Analyzing the Current Situation 

 3. Understanding Markets and Customers 

 4. Segmenting, Targeting, and Positioning 

 5. Planning Direction, Objectives, and Marketing Support 

 6. Developing Product and Brand Strategy 

 7. Developing Pricing Strategy 

 8. Developing Channel and Logistics Strategy 

 9. Developing Marketing Communications and Influence Strategy 

 10. Planning Metrics and Implementation Control 

Appendix. Sample Marketing Plan: PretzL Elegance

Glossary. 

Credits. 

Index.