The

The Marketing Plan Handbook

By - Wood, Marian Burk
Floor - Floor 2
Published - Pearson Prentice Hall, Upper Saddle River, NJ, 2008
ISBN 10 - 0132237555
ISBN 13 - 9780132237550
Book Status - 2 Qnty Available with us.
Subject - Marketing--Management
Shelf No - 17
Call Number - 658.802 WOO 2008
Edition - 3rd ed
Physical Description - xv, 190 pages : illustrations ; 26 cm + 1 CD-ROM (4 3/4 in.)
Notes - Includes index
Book Information
How do you get your students actively engaged in applying concepts while writing a marketing plan? What types of tools would you like to help guide them along in the creation process? How do you integrate the ever-changing business environment into the idea of writing marketing plans? Never has a carefully crafted, properly implemented marketing plan been more important to business success. The text illustrates how marketing planning is actually applied in consumer and business markets, in large and small companies, in traditional and online businesses, and in nonprofit organizations. To reinforce this real-world view, key examples also demonstrate how today's global economy and dynamic business environment can cause marketers to change their plans as the situation evolves. Through specific features, the text encourages students to formulate imaginative, yet realistic, marketing plans.

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