For marketing courses that focus on creating a marketing plan.
A step-by-step guide to creating a customized marketing plan.
The Marketing Plan Handbook is the only planning handbook to guide readers, step-by-step, through the complete development of a realistic, customized marketing plan.
The fourth edition includes dozens of new examples, a new conceptual model, and current coverage of the latest developments found in marketing today.
NEW! Get the breakdown—Your Marketing Plan: Step-by-Step. Each chapter ends with the new “Your Marketing Plan: Step-by-Step” feature that takes students through every step in the planning process. By answering the questions in these features, and following up on the suggested data sources, students will have a jump-start on gathering information and analyzing alternatives for their marketing plans.
Create a marketing plan with ease—Marketing Plan Pro. This text is packaged with Palo Alto Software’s highly rated Marketing Plan Pro—a professional, user-friendly program for documenting marketing plans. Assisting students with the planning process, this software includes an introductory video, help wizards, spreadsheets and charting tools, and other valuable features to help guide them through the steps of marketing analysis and planning.
NEW! Check out what’s really happening: - 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 organizations. Some of these examples discuss:
- What happened when Tropicana implemented a marketing plan to change its orange juice packaging?
- How did Nintendo’s marketing plan for the Wii help it outsell Sony’s and Microsoft’s video-game consoles?
- How are the Centers for Disease Control using social media to spread the word about health matters?
- Current Examples of Marketing in Action. Each chapter features ten or more recent examples of consumer and business marketing in action to show students how marketers plan for growth, profitability, market share, and competitive position.
NEW! See how it’s done—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, serving as a “you are here” map for the book’s topics.
New and Revised! Cover each step—Checklists. No plan is complete without double-checking that all bases have been covered—which is why this text includes Checklists in every chapter. These Checklists summarize key areas to be examined during the planning process. Topics include:
- Understanding the big picture for marketing planning
- Analyzing the current marketing situation
- Analyzing markets and customers
- Identifying and evaluating market segments
- Setting marketing plan objectives
- Analyzing and planning product strategy
- Planning pricing strategy
- Channel and logistics issues
- Planning marketing communications
- Planning a marketing audit
