Marketing Planning
Principles into Practice

[Includes CD-ROM]

By Marian Burk Wood
Financial Times / Prentice Hall
December 2004
ISBN: 0273686798
402 Pages, Illustrated, 7 " x 9 "
$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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