Textbook
The Marketing Plan, 5th EditionISBN: 978-0-471-75529-6
Paperback
350 pages
December 2005, ©2006
This is a Print-on-Demand title. It will be printed specifically to fill your order. Please allow an additional 10-15 days delivery time. The book is not returnable.
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The Marketing Plan, 5th Edition gives students the
knowledge, tools, and techniques they need to develop marketing
plans like the pros. Throughout the text, step-by-step procedures
guide students through each phase in creating marketing plans??from
scanning the environment and establishing goals and objectives, to
developing marketing strategies and tactics, to presenting and
implementing the plan, and everything in between.
This text is not just a how-to book; it also explains the importance of a well-formulated marketing plan and encourages student participation through activities. Moreover, it contains seven actual student marketing plans which can be used as models.
This text can be used as a supplement to another text, or as a stand-alone in a Principles of Marketing, Marketing Management, Strategic Marketing, Entrepreneurship, or Internet Marketing course.