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The Marketing Plan Handbook (4th Edition) Paperback – February 21, 2010

ISBN-13: 978-0136089360 ISBN-10: 0136089364 Edition: 4th

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Product Details

  • Paperback: 224 pages
  • Publisher: Prentice Hall; 4 edition (February 21, 2010)
  • Language: English
  • ISBN-10: 0136089364
  • ISBN-13: 978-0136089360
  • Product Dimensions: 7.4 x 0.7 x 8.9 inches
  • Shipping Weight: 6.4 ounces
  • Average Customer Review: 3.2 out of 5 stars  See all reviews (6 customer reviews)
  • Amazon Best Sellers Rank: #667,409 in Books (See Top 100 in Books)

Editorial Reviews

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. 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. Wood has extensive practical experience in marketing planning, having formulated and implemented dozens of marketing plans for a wide range of goods and services. She also has developed numerous chapters, cases, sample plans, special features, exercises, and print and electronic supplements for college textbooks in marketing and related disciplines. A long-time member of the American Marketing Association, Wood holds an MBA in marketing from Long Island University in New York and a BA from the City University of New York. Her special interests in marketing include ethics, segmentation, channels, and B2B marketing.

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. Special interests in marketing include retailing, social media, and customer influence. When not writing or researching the latest developments in the world of marketing, I trace my ancestors and follow championship figure skating.

Customer Reviews

3.2 out of 5 stars
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Most Helpful Customer Reviews

1 of 1 people found the following review helpful By drewman800 on September 24, 2012
Format: CD-ROM Verified Purchase
Shipped very quickly. Very pleased with the item. It is a great tool for developing a marketing plan of any sorts, and is very easy to use. Would definitely recommend this to marketing students out there.
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By Jeff Raper on October 2, 2013
Format: Paperback Verified Purchase
The delivery was fast just as it was advertised, and the quality was just as it was advertised, almost new condition for a VERY
low price
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1 of 2 people found the following review helpful By Luther on May 25, 2011
Format: Kindle Edition Verified Purchase
When I bought this book, I was looking for an in-depth or insightful approach to marketing. Unfortunately, for me this book didn't work. It covers the basics, but does not go deep enough for a serious student of marketing. However, as an introductory book on business planning it could be helpful. But again, there are plenty of cheaper books that can help you as well. I don't recommend it for more than 11 dollars.
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