Description
To supplement the material in marketing texts, this manual features a detailed description of the ma...
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To supplement the material in marketing texts, this manual features a detailed description of the marketing planning process, showing how to analyze the current situation in an organization, how to investigate consumer and business markets and customers by analyzing needs and other factors, how to target specific customer segments, and how to design external and internal marketing strategies. There is also material on budgeting, forecasting, and implementation. Appendices provide a sample marketing plan and instructions for using Marketing Plan Pro software. Wood has held vice-presidential level positions in corporate and non-profit marketing, and has co-authored undergraduate textbooks on marketing. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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