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The Marketing Plan Handbook, 7th Edition

By Alexander Chernev

The Marketing Plan Handbook, 7th Edition Business, Finance & Career

The Marketing Plan Handbook, 7th Edition

By Alexander Chernev

- Default Title
Description
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.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. 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.
Product details
Binding:
Paperback
Number of Pages:
144
Release Date:
2025-07-01
Publication Date:
2025-07-01
Publisher:
Cerebellum Press
Languages:
Original: English
ISBN10:
1936572923
ISBN13:
9781936572922
Weight:
284 g
Height:
191 cm
Width:
235 cm
Thickness:
8 cm
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