Marketing Planning, 1st edition

Marketing Planning: Where Strategy Meets Action offers marketing students and professionals a practical, step by step guide to creating marketing plans that deliver measurable results. It presents a comprehensive framework for strategic marketing planning and outlines a structured approach for developing effective marketing plans. The approach uses numerous figures, checklists, and decision charts to leverage proven marketing techniques and market data for high quality marketing plans. The book is packed with current examples, culminating in a complete sample marketing plan that demonstrates the book’s unique approach. The book is ideal for planning-related courses in upper-level undergraduate and lower-level graduate school programs, as well as for business executives seeking a competitive edge in the speed and quality of their marketing planning.

A practical, step-by-step guide to creating results-driven marketing plans.

Easy-to-use, practical, and current, Marketing Planning shows readers how to develop strategic marketing plans through an approach that bridges the gap between theory- and template-based methods.

Highlight what’s important: Chapter Checklist. Each chapter starts with a checklist of topics that will be covered, familiarising students with the material they’re about to read.

Offer guidelines to marketing plans: Decision Charts. These charts show students different marketing plan options, and which to use when.

Show the concepts in action: Marketing Plan Samples. Each chapter of this text shows how the material is applied to an actual marketing plan. In addition, the text culminates with a complete sample marketing plan.