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.
A New York City native, I held vice-presidential level marketing positions with Citibank, JP Morgan Chase, and the National Retail Federation before becoming a textbook author. Over the years, I've co-authored a number of college textbooks on marketing, advertising, and management. It has also been my privilege to assist marketing experts Philip Kotler and Kevin Keller with their best-selling "Framework for Marketing Management" textbook.
I earned an M.B.A. in marketing from Long Island University in New York and a B.A. from the City University of New York. When not writing or researching the latest developments in the world of marketing, I do genealogy, quilt, and follow championship figure skating. My home page: http://woodwriters.com.
