Marketing Plan Manual

Author: Wood
Publisher:
Publish Date: 2003-10-01
Features: This is a concise guide for managers on how to plan and develop marketing plans. The author has extensive management experience and focuses on real-world marketing activities, integrating both mature and advanced marketing theories of today. She provides numerous fresh and relevant case studies, comprehensively introducing the entire process of planning and developing marketing plans in a clear and accessible manner. In addition to providing an overview of the structure of a marketing plan, this book outlines seven steps for creating a marketing plan, guiding readers to develop a thorough and detailed plan with strong practical applicability. Kotler's Marketing Management is a classic in the field of marketing, but it lacks some practicality. This book addresses this shortcoming, making it a valuable complement to Kotler's work. Reading both together allows readers to gain a more comprehensive understanding of the entire process of marketing management.