Published by Pearson (December 21, 2012) © 2014
Your Marketing Plan, Step By Step appears at the end of every chapter. By answering the questions and following up on the suggested data sources, students will have a head start in gathering information and analysing alternatives for their plans. Students will also find fresh perspectives on the practical application of key marketing concepts. No matter what kind of marketing plan they are creating, these features help generate ideas and think about critical issues.
Real-World View of Marketing Planning: This edition contains dozens of new examples that illustrate how marketing planning is actually conducted in consumer and business markets, large and small companies, traditional and online businesses, U.S. and international firms, and not-for-profit organisations.
Sample Marketing Plan: PretzL Elegance. Based on a fictional startup company, this case study gives students an idea of how a typical marketing plan is organised and presented. The plan covers how a company might analyse market needs and trends, examine environmental factors, look at the competitive situation, and set objectives to be achieved. It also touches on segmentation, targeting, and positioning; the variety of marketing strategies and programs needed to launch a new product; and some of the metrics used in evaluating marketing performance.
Model of the Marketing Plan Process: A new conceptual model, introduced in Chapter 1, guides students through the process of creating a marketing plan, which is repeated in all ten chapters, and serves as a “you are here” map for the book’s topics. Use this model to visualise 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.
Checklists ensure that students’ marketing plans cover all the basics. In every chapter, Checklists summarise key areas that need to be examined. 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. Topics include:
Practical Planning Tips in the margin help students make the transition from theory to application. These emphasise various practical aspects of planning and mention specific issues or questions to consider at each step in the process.
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.
Wood holds an MBA in marketing from Long Island University in New York and a BA from the City University of New York. 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.
Please visit her marketing blog at http://marketinghandbook.blogspot.com
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