The Marketing Plan Handbook 7th Edition

<p class=ql-align-justify><span style=color: rgba(0 0 0 1)>The Marketing Plan Handbook offers a streamlined approach to creating impactful marketing plans. Using a step-by-step method to develop a strategically sound plan the book presents key information in a concise and logical way. It explains the fundamental principles of building a marketing plan and introduces a comprehensive framework that includes all essential components.</span></p><p class=ql-align-justify><span style=color: rgba(0 0 0 1)>The marketing plan presented in the book is based on the perspective that marketing is a core business discipline playing a crucial role in shaping many of a company's decisions and actions. A key feature of the book is its emphasis on marketing as a value-creation process making it relevant to both business-to-consumer and business-to-business contexts. </span></p><p class=ql-align-justify><span style=color: rgba(0 0 0 1)>This book is a valuable resource for managers in all types of organizations. For companies launching new products it offers a structured process for developing a marketing plan to support the introduction of a new offering. For established businesses with existing product portfolios it provides a systematic approach to managing their offerings and product lines. Whether used by a small business formalizing its planning process or a large multinational corporation the framework in this book helps streamline marketing planning.</span></p>