Product Description

This new text leads students step-by-step through the process of preparing a realistic, practical and effective marketing plan. Principles are presented in the context of application, with 24 cases (such as Ryanair, Ciba Speciality Chemicals, HSBC, Orange, Danone and Ducati) and dozens of Marketing in Action extended examples. Students can sharpen their marketing skills by studying the detailed sample marketing plan in Appendix 1 and gain hands-on experience in developing marketing plans using the Marketing Plan Pro software included with this text.

Product Details

• Amazon Sales Rank: #225121 in Books
• Published on: 2004-05-13
• Original language: English
• Binding: Paperback
• 379 pages

From the Back Cover

"Marian Burk Wood's in-depth knowledge of marketing planning is brought to life in this new book which offers a no-nonsense practical approach to the topic. Filled with a wealth of European business examples, Marketing Planning: principles into practice provides the detail to guide student marketers through the actual planning process."

The first step on the road to marketing success in today’s highly dynamic environment is a creative, realistic marketing plan. Although most marketing textbooks explain the principles of marketing planning and discuss what marketing plans should cover, few include sufficient detail to guide student marketers through the actual planning process. Yet effective marketing planning is all about putting principles into practice. Marketing Planning: principles into practice takes readers step-by-step through the structured process of researching, developing and controlling a marketing plan.

Eager to develop a sound marketing plan? Look no further. Marketing Planning: principles into practice is the definitive text to get you up and running. As an added bonus, blister packed with the text is the academic version of the award-winning Marketing Plan Pro, from Palo Alto Software. With this powerful software, students can conveniently organise and document their own marketing plans. The software also contains numerous sample marketing plans for manufacturing businesses, service firms, retailing and non-profit organisations. Marketing Plan Pro is interactive and can be customised, and is also useful for tracking progress from strategy to implementation to results. MARKETING PLAN PRO LOGO

For additional student and lecturer resources, log on to www.booksites.net/wood_mp.

Marian Burk Wood has held vice-presidential level positions in corporate and non-profit marketing with Citibank, Chase Manhattan Bank and the National Retail Federation. She has extensive practical experience in marketing planning, having developed and implemented dozens of marketing plans over the years for a wide range of goods and services. Her U.S. book, The Marketing Plan Handbook, has been used by thousands of students across North America and has been translated for use by colleges in the Netherlands and Eastern Europe.