Marketing Plan: A Handbook with Marketing PlanPro
Marian Burk Wood, M.B.A.

ISBN-10: 0131759477
ISBN-13: 9780131759473

Publisher: Prentice Hall
Copyright: 2003
Format: Paper Package; 202 pp
Temporarily out of stock

Suggested retail price: $68.33
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Designed to complement any marketing course, from Principles of Marketing to Marketing Management, in which students are asked to create a marketing plan.

This paperback handbook guides students on how to develop a realistic, customized marketing plan by applying marketing concepts learned in the classroom. The Marketing Plan Pro software that can be packaged with the text is a powerful commercial software tool that helps students create practical plans and critique sample marketing plans for all kinds of organizations.


  • Comprehensive, easy to follow guide to developing a marketing plan.

    • Enables students to get started on creating customized marketing plans and critiquing sample plans quickly and easily.

  • Academic version of the leading Marketing Plan Pro software can be packaged with the text.

    • Appendix 3 explains how the software can be used with this handbook.

  • A detailed and realistic sample marketing plan, complete with annotations.

    • Shows students the content and format of a typical marketing plan.

  • Chapter-by-chapter correlation guides.

    • Featured in the preface, these guides suggest how this handbook can be used in conjunction with leading Prentice Hall marketing textbooks.

  • Specific, in-depth examples.

    • Shows how businesses and e-businesses actually apply key marketing concepts.

  • Checklists summarizing and reinforcing key stages in the process of developing a marketing plan.

    • Prompts students to consider important issues and steps.

  • Topic-by-topic integration of online and off-line resources.

    • Helps students locate data as they move through the process of researching and creating a customized marketing plan.

  • Can be value-packaged at a deep discount with any Prentice Hall marketing textbook.

    • Means a significant savings for your students. This software alone typically retails for $99 at leading office supply stores.



1. Introduction to Marketing Planning.


2. Analyzing Your Current Situation.


3. Understanding Markets and Customers.


4. Planning Segmentation, Targeting, and Positioning.


5. Determining Objectives and Strategic Direction.


6. Developing Marketing Strategies and Programs.


7. Budgeting, Forecasting, and Tracking Progress.


8. Controlling Plan Implementation.


Appendix 1: Marketing Plan Resources.


Appendix 2: Sample Marketing Plan.


Appendix 3: Documenting a Marketing Plan With Marketing Plan Pro.


Glossary.

    For any course in which developing a marketing plan is required, such as Principles of Marketing, Marketing Management, or Marketing Strategy.   Use standalone or as a supplement to a core text.

    The marketing plan guide that’s practical, applied, and includes Marketing PlanPro software by Palo Alto.  Applying marketing concepts learned in the classroom, The Marketing Plan Handbook, 2e, guides students through the development of a realistic, customized marketing plan.   It’s the only guide that includes Palo Alto's award winning Marketing PlanPro 6.0 software, which includes various sample marketing plans and helps students develop their own. 

    Instructors: This handbook is available at a deep discount, but only when ordered shrink-wrapped with another Prentice Hall text.  Contact your local sales rep for value-pack options and ISBNs.  Note: Marketing PlanPro software is not available standalone from Prentice Hall publishing.

  • 0131641492Marketing Plan Handbook and Marketing Plan Pro, 2/E
    Wood
    © 2005 | Prentice Hall | Paper Bound w/CD-ROM; 216 pages | Estimated Availability: 09/05/2007
    ISBN-10: 0131641492 | ISBN-13: 9780131641495
    Brief Description

    • For any marketing course that requires the development of a marketing plan, such as Marketing Management, Marketing Strategy and Principles of Marketing.

     

    Wood, 3/e is the only planning handbook that guides students through the step-by-step creation of a customized marketing plan while offering Palo Alto’s Marketing PlanPro (a commercial software) to aid in the process.

  • 0135136288Marketing Plan Handbook, The, and Pro Premier Marketing Plan Package, 3/E
    Wood
    © 2008 | Prentice Hall | Kit/Package/ShrinkWrap; 224 pages | Instock
    ISBN-10: 0135136288 | ISBN-13: 9780135136287
    Brief Description | Buy from myPearsonStore


"The budgeting and measuring presentations are particularly helpful. The topical examples are excellent." — Professor Michael J. Swenson, Marriott School, Brigham Young University




"Doesn't read like a text, but more like a how-to guide for entrepreneurs." — Professor Scott Roberts, Northern Arizona University




"The writing style is fresh, clean, and uses excellent examples. Examples are well integrated. Quotes are well selected." — Professor Gary Schornack, University of Colorado at Denver




"Because I center my teaching around the Marketing Management text by Professor Philip Kotler, I see how I can effectively mesh this book into my current course." — Professor Henry O. Pruden, Golden Gate University


Marian Burk Wood has held vice-presidential 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. Working with well-known academic experts, she has co-authored undergraduate college textbooks on principles of marketing (with Dr. Bill Nickels of University of Maryland), principles of advertising (Courtland Bovée of Grossmont College), and principles of management (Courtland Bovée of Grossmont College). Wood has developed dozens of marketing plans over the years for a wide range of goods and services. She has also created detailed, realistic chapters, cases, features, exercises, and print and electronic supplements for numerous college texts in marketing and related disciplines. Wood holds an M.B.A. in marketing from Long Island University in New York and a B.A. from the City University of New York.

Behind every successful product is a great marketing plan.

Marketing textbooks often contain marketing plan outlines or discuss the general use of marketing plans, but don't explain exactly how to develop a marketing plan. Yet that is exactly what student marketers really need.

This book fills the gap.

Here's what is included:

  • A step-by-step guide through the process
  • Timely real-world examples that illustrate key points
  • Sample marketing plans
  • Marketing Plan Pro software that makes things a snap
  • Internet resources
  • Additional features are available on the dedicated Web site www.prenhall.com/wood

Note to instructors: The Marketing Plan: A Handbook can be value-packaged for a deep-discount with any Prentice Hall Marketing textbook. For your convenience, we offer correlation guides suggesting how this book can be used with many of our bestselling textbooks. Please ask your local Prentice Hall representative for details or email college_marketing@prenhall.com.

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