"The Marketing Plan Handbook" guides you step-by-step through the complete marketing planning process, from research and analysis to development of strategy and planning for implementation control. Want to know what a marketing plan looks like? Turn to Appendix 1 for a sample plan for the SonicSuperphone, an enhanced, multifunction cell phone. Want to know what questions marketers should be asking? Chapters 2-10 include checklists that summarize key areas to be examined during the planning process. Want to know what points and pitfalls marketers should be aware of? Each chapter includes a number of special tips, shown in the margin, to help readers make the transition from theory to application. Want to know how companies and nonprofits actually put marketing plans to work? Every chapter features 10 or more recent examples of consumer and business marketing in action. In all, "The Marketing Plan Handbook" includes more than 100...

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