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This work is protected by local and international copyright laws and is provided solely for the use of instructors in teaching their courses and assessing student learning. Dissemination or sale of any part of this work (including on the World Wide Web) will destroy the integrity of the work and is not permitted. 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.Features Normal 0 false false false MicrosoftInternetExplorer4 Your Marketing Plan, Step By Step appears at the end of every chapter.
Simply share your course goals with our world-class experts, and they will offer you a selection of outstanding, up-to-the-minute solutions. The work and materials from this site should never be made available to students except by instructors using the accompanying text in their classes. By answering the questions and following up on the suggested data sources, students will have a head start in gathering information and analyzing alternatives for their plans. All recipients of this work are expected to abide by these restrictions and to honor the intended pedagogical purposes and the needs of other instructors who rely on these materials. Students will also find fresh perspectives on the practical application of key marketing concepts. Once you're satisfied with your customized book, you will have a print-on-demand book that can be purchased by students in the same way they purchase other course material.Learn moreCustom PublicationsBrowse through our list of published titles.
No matter what kind of marketing plan they are creating, these features help generate ideas and think about critical issues. These books are examples of original manuscripts created in partnership with local Custom Field Editors. Take only the most applicable parts of your favorite materials and combine them in any order you want.
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.


Based on a fictional startup company, this case study gives students an idea of how a typical marketing plan is organized and presented. The plan covers how a company might analyze market needs and trends, examine environmental factors, look at the competitive situation, and set objectives to be achieved. The sample plan in Appendix 1 serves as a model for the content and organization of a typical marketing plan.
Students will see how a company might analyze market needs and trends, examine environmental factors, evaluate its competitive situation, set objectives for new product introduction, and build a cohesive campaign using appropriate marketing tactics. Use this model to visualize the connections between the steps and to focus on the three key outcomes of any marketing plan: to provide value, build relationships, and make a difference to stakeholders. To emphasize and outline what marketers should be asking and doing when developing competitive strategies, this text summarizes nine key areas to be examined during the planning process.
As students answer the questions, they get good ideas for creating a realistic marketing plan, gain insights into the complexities of the planning process, and identify specific details for follow-up later in the process. These emphasize various practical aspects of planning and mention specific issues or questions to consider at each step in the process.
Each chapter includes a number of special tips, shown in the margin, to help students make the transition from theory to application. The new sample marketing plan for PretzL Elegance, a fictional startup, serves as a model for summarizing the current marketing situation, planning for marketing-mix activities, and preparing to measure results.New Examples of Marketing Plans in Action. These tips showcase practical aspects of planning and mention specific issues or questions to consider when developing a marketing plan.
Reflecting real-world decisions and challenges, this edition includes dozens of new examples of consumer and B2B marketing, goods and services marketing, traditional and digital marketing, U.S. Coverage of cocreation, group buying, mass customization, mobile marketing, multichannel marketing, neuromarketing, showrooming, social gifting, social media, and other important new marketing developments.New QR Codes to Showcase Online Marketing.


Every chapter includes at least five QR codes, scannable by smartphone app, leading to the home pages of companies, nonprofits, and government agencies.
By following the QR codes or entering the URLs provided in the text, you will see how marketers present themselves online and take a peek at a few key sites that marketers should know.Newly Revised Checklists. Every chapter contains a newly revised checklist to focus attention on the most critical aspects of marketing planning, from the situation analysis to the marketing audit. Answer the checklist questions to step through the details of preparing a marketing plan.New PowerPoint Presentation.
About the Author(s) Normal 0 false false false MicrosoftInternetExplorer4 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 Planning and Marketing Planning: Principles into Practice, both geared to the European market.
She has extensive practical experience in marketing planning, having formulated and implemented dozens of marketing plans for a variety of goods and services. She has also developed numerous chapters, cases, sample plans, exercises, and print and digital supplements for college textbooks in marketing, advertising, and related disciplines. Her special interests in marketing include social media, ethics, segmentation, channels, and B2B marketing. In addition to The Marketing Plan Handbook, she is the author of Marketing Planning: Principles into Practice, geared to the European market. Over the years, she has collaborated with well-known academic experts to coauthor college textbooks on principles of marketing, principles of advertising, and principles of management.



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