"Marketing Planning: Where Strategy Meets Action" offers marketing
students and professionals a practical, step by step guide to
creating marketing plans that deliver measurable results. It
presents a comprehensive framework for strategic marketing planning
and outlines a structured approach for developing effective
marketing plans. The approach uses numerous figures, checklists,
and decision charts to leverage proven marketing techniques and
market data for high quality marketing plans. The book is packed
with current examples, culminating in a complete sample marketing
plan that demonstrates the book's unique approach. The book is
ideal for planning-related courses in upper-level undergraduate and
lower-level graduate school programs, as well as for business
executives seeking a competitive edge in the speed and quality of
their marketing planning.
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