The Marketing Plan Handbook

by Marian Burk Wood

Book Overview

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. KEY TOPICS: Marketing Planning:... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 0136089364
• ISBN13: 9780136089360
• Release Date: January 2010
• Publisher: Prentice Hall
• Length: 210 Pages
• Weight: 0.75 lbs.
• Dimensions: 0.4" x 7.3" x 9.0"

Customer Reviews

Marketing Text Book

This book has been a great help with my class this term. It has great tips and helped a lot in building our case study marketing plan.

Very Happy

This book is one of my favorite text books I am using right now for classes. I have an Entrepreneur Marketing class which this book is perfect for!

Straightforward and practical

Having no formal training in marketing, I was impressed by the straightforward way this book explains how to write a marketing plan. At times I'm tempted to go straight to the tactics-where should I advertise? What should I charge?-but this book prompted me to go back to the beginning, starting with my small business's situation, goals, and competition. This was the first time I've drafted a highly detailed, full-year marketing plan. I used the software packaged with the book as a starting point, but wound up creating a different format and order of topics for my finished plan.

Highly recommended

Although I've been in marketing for more than a decade, I got a lot out of this book. The checklists provided invaluable pointers about what to cover when writing a marketing plan. I also bookmarked many of the web sites listed in the appendix so I can use them for further research. The author peppers every chapter with lively, in-depth examples that sparked a couple of new ideas for my business. Even the sample marketing plan in the back of the book was a helpful guide for fleshing out my own thoughts. Highly recommended!

great reference for writing a marketing plan

this book is a great supplement to any intro marketing textbook or by itself -- taking you step by step through the process of writing a marketing plan. a practical book for anyone interested in learning/understanding how basic marketing concepts come together, or any new product managers out there not wanting to look like homer simpson ("DOH") when asked to write your first marketing plan. it'll help you frame your thoughts, create an outline of things to cover, and remind you of things you might otherwise forget to include. also serves as a great "cliff notes" type reference of the hefty marketing textbooks you devoured while in b-school.