Marketing Planning: Principles into Practice

Type

Book

Authors

Marian Burk Wood

ISBN 10

0273686798

ISBN 13

9780273686798

Tags

Marketing

Description

This new text leads students step-by-step through the process of preparing a realistic, practical and effective marketing plan. Principles are presented in the context of application, with 24 cases (such as Ryanair, Ciba Speciality Chemicals, HSBC, Orange, Danone and Ducati) and dozens of Marketing in Action extended examples. Students can sharpen their marketing skills by studying the detailed sample marketing plan in Appendix 1 and gain hands-on experience in developing marketing plans using the Marketing Plan Pro software included with this text. - from Amzon

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