Marketing Plan Manual

Author: Wood
Publisher:
Publish Date: 2003-10-01
Features: This book is a guide for managers on how to plan and develop marketing plans. The author has extensive practical experience in management and focuses on real-world marketing activities. It integrates mature and advanced marketing theories of today, cites numerous fresh and relevant cases, and comprehensively introduces the entire process of planning and developing marketing plans in a concise and easy-to-understand manner. In addition to providing a general overview of the structure of a marketing plan, the book outlines seven steps for developing a marketing plan, guiding readers to create a detailed marketing plan with strong practical applicability. Kotler's "Marketing Management" is a classic work in the field of marketing, but it lacks some practicality. This book addresses this shortcoming, and reading it alongside Kotler's work can provide readers with a more comprehensive understanding of the entire process of marketing management.