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Marian Burk Wood
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Essential Guide to Marketing Planning Paperback – 15 July 2013

by Marian Burk Wood (Author)
4.8 out of 5 stars 5
Edition: 3rd
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  1. ISBN-10
    0273773631
  2. ISBN-13
    978-0273773634
  3. Edition
    3rd
  4. Publisher
    Pearson
  5. Publication date
    15 July 2013
  6. Language
    English
  7. Dimensions
    18.42 x 1.91 x 24.13 cm
  8. Print length
    328 pages
  9. See all details
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Product description

From the Back Cover

Wood, Essential Guide to Marketing Planning

Essential Guide to Marketing Planning takes you step-by-step through the process of developing a creative, effective marketing plan for any product. Marian Burk Wood's friendly, no-nonsense approach offers practical guidance on how to research, prepare and present a great marketing plan. Packed with real-life examples, up-to-date marketing ideas and a detailed sample plan, this book is the perfect tool for the marketing planners of tomorrow.

Features

  • Every chapter opens with a timely example of marketing in action at a well-known organisation, giving the reader a feel for how planning is used in the working environment.
  • Thorough coverage of all the recent developments in marketing, from crowdsourcing, mobile marketing and social media to pop-up shops, showrooming and sustainable marketing.
  • Case studies from some of the world’s most successful companies (including Nike and Michelin) as well as those rising to rule the markets of tomorrow (such as Google and Uniqlo). Answering the case questions will reinforce understanding of the concepts and strengthen planning skills.
  • ‘Apply your knowledge’ exercises challenge the reader to translate principles into practice by analysing a specific organisation’s marketing activities.
  • ‘Build your own marketing plan’ exercises direct the reader through the main steps in preparing a strong, relevant marketing plan and 20 detailed checklists guide students through the marketing planning process.

About the author

Marian Burk Wood, M.B.A., has held vice-presidential level positions in corporate and non-profit marketing with Citibank, JP Morgan Chase and the National Retail Federation. Her popular US book, The Marketing Plan Handbook, has introduced marketing planning to thousands of students worldwide. Visit her blog at: http://essentialmarketingplanning.blogspot.com/

Product details

  • Publisher ‏ : ‎ Pearson; 3rd edition (15 July 2013)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 328 pages
  • ISBN-10 ‏ : ‎ 0273773631
  • ISBN-13 ‏ : ‎ 978-0273773634
  • Dimensions ‏ : ‎ 18.42 x 1.91 x 24.13 cm
  • Customer Reviews:
    4.8 out of 5 stars 5

About the author

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Marian Burk Wood

Marian Burk Wood

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"Planning a Future for Your Family's Past" is a concise guide to organizing/analyzing genealogy materials and preserving them for the next generation of descendants and researchers. Please visit my genealogy blog at: https://ClimbingMyFamilyTree.blogspot.com.

Born in the Bronx and transplanted to New England, I was a marketing executive before becoming an author and embarking on my family history journey in 1998. I earned an M.B.A. in marketing from Long Island University in New York and a B.A. from the City University of New York.

Excerpt from a book review by Helen Tovey, editor of Family Tree Magazine (UK), in November, 2021: "Central to Marian's purpose is to ensure that we pass on the fruits of our family history labours to the next generation--and also share the photographs, memories, heirlooms and more. Try out her tips and reap the rewards as you make a plan to suit you--and put it into practice. It really is a doable project!"

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