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Wood, Marian Burk.

The marketing plan : a handbook / Marian Burk Wood. - Upper Saddle River, N.J. : Prentice Hall, c2003. - xix, 202 p. : ill., map ; 26 cm.

Includes bibliographical references and index.

Introduction to Marketing Planning -- Analyzing the Current Situation -- Understanding Markets and Customers -- Planning Segmentation, Targeting, and Positioning -- Determining Objectives and Strategic Direction -- Developing Marketing Strategies and Programs -- Budgeting, Forecasting, and Tracking Progress -- Controlling Plan Implementation -- App. 1. Marketing Plan Resources -- App. 2. Sample Marketing Plan: Sonic Personal Digital Assistant -- App. 3. Documenting a Marketing Plan with Marketing Plan Pro Software

ISBN: 9780130613172: £19.99 0130613177

LCCN: 2002022914

Subjects--Topical Terms:
Marketing--Management--Handbooks, manuals, etc
Marketing--Planning
Marketing--Planning--Problems, exercises, etc
Business and Management.
Business & Management
Sales & marketing
Sales & marketing management
Internet guides & online services

Index Terms--Genre/Form:
Handbooks, manuals, etc.

LC Class. No.: / .W66 2003

Dewey Class. No.: 658.802