Marketing Plan Handbook, The, 5th edition

Published by Pearson (July 14, 2021) © 2014

  • Marian Burk Wood
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Buy nowOpens in a new tab

In this eTextbook — More ways to learn

  • More flexible. Start learning right away, on any device.
  • More supportive. Get AI explanations and practice questions (select titles).
  • More interactive. Bring learning to life with audio, videos, and diagrams.
  • More memorable. Make concepts stick with highlights, search, notes, and flashcards.
  • More understandable. Translate text into 100+ languages with one tap.
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Details

  • A print edition

Title overview

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.

Table of contents

Brief 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.

Author bios

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