Marketing Plan Handbook and Marketing Plan Pro (2nd Edition) [Paperback]

Marian Burk Wood (Author)

Book Description

Publication Date: December 25, 2004 | ISBN-10: 0131641492 | ISBN-13: 978-0131641495 | Edition: 2

The Marketing Plan Handbook guides readers through the complete development of a realistic, customized marketing plan, and the Marketing Plan Pro software bundled with the book helps users create practical plans, and allows them to critique sample marketing plans. From the introduction to marketing planning to market analysis, strategic development, and plan implementation, this book covers all aspects of the marketing plan. A great introduction and overview for any business owner, marketing agent, or anyone looking for a practical guide to marketing planning.

Editorial Reviews

From the Back Cover

This practical, hands-on supplement enables readers to develop a realistic, customized marketing plan. The Marketing Plan Pro software packaged with the book is a powerful tool that offers readers the opportunity to create and critique marketing plans for all kinds of organizations. User-friendly Marketing Plan Pro software allows readers to quickly and easily create customized marketing plans and critique sample plans. Topic-by-topic integration of online and off-line resources helps readers locate data as they move through the process of researching and creating a customized marketing plan. A valuable handbook for marketing managers, brand managers, directors of marketing, advertising managers, market analysts, small business owners and entrepeneurs. --This text refers to an out of print or unavailable edition of this title.

About the Author

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.

--This text refers to an out of print or unavailable edition of this title.

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Product Details

• Paperback: 216 pages
• Publisher: Prentice Hall; 2 edition (December 25, 2004)
• Language: English
• ISBN-10: 0131641492
• ISBN-13: 978-0131641495
• Product Dimensions: 10 x 8 x 0.5 inches
• Shipping Weight: 15.2 ounces
• Average Customer Review: 4.8 out of 5 stars  See all reviews (5 customer reviews)
• Amazon Best Sellers Rank: #1,250,505 in Books (See Top 100 in Books)

More About the Author

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.

Customer Reviews

Most Helpful Customer Reviews

10 of 11 people found the following review helpful:

5.0 out of 5 stars Straightforward and practical, January 25, 2003

By A Customer

This review is from: Marketing Plan: A Handbook with Marketing PlanPro (Book & CD) (Paperback)

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.

7 of 8 people found the following review helpful:

5.0 out of 5 stars great reference for writing a marketing plan, December 28, 2002

By 

"crtclmass" (Washington, DC United States) - See all my reviews

This review is from: The Marketing Plan: A Handbook (Paperback)

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.

6 of 7 people found the following review helpful:

5.0 out of 5 stars Highly recommended, January 20, 2003

By 

Wally Wood "Wally" (Sandy Hook, CT USA) - See all my reviews

This review is from: Marketing Plan: A Handbook with Marketing PlanPro (Book & CD) (Paperback)

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!