Principles into Practice
By Marian Burk Wood
Financial Times / Prentice Hall
402 Pages, Illustrated, 7 ½" x 9 ¾"
$95.00 Paper Original
The first step on the road to marketing success in today's highly dynamic environment
is a creative, realistic marketing plan. Although most marketing textbooks explain
the principles of marketing planning and discuss what marketing plans should
cover, few include sufficient detail to guide student marketers through the
actual planning process. Yet effective marketing planning is all about putting
principles into practice. This book takes readers step-by-step through the structured
process of researching, developing and controlling a marketing plan.
Eager to develop a sound marketing plan?
Look no further. This is the definitive text to get you up and running. As an
added bonus, blister packed with the text is the academic version of the award-winning
Marketing Plan Pro, from Palo Alto Software. With this powerful software, students
can conveniently organize and document their own marketing plans. The software
also contains numerous sample marketing plans for manufacturing businesses,
service firms, retailing and non-profit organizations. Marketing Plan Pro is
interactive and can be customized, and is also useful for tracking progress
from strategy to implementation to results.
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