The Marketing Plan

by William A. Cohen

Book Overview

The Marketing Plan, 5th Edition gives students the knowledge, tools, and techniques they need to develop marketing plans like the pros. Throughout the text, step-by-step procedures guide students through each phase in creating marketing plans from scanning the environment and establishing goals and objectives, to developing marketing strategies and tactics, to presenting and implementing the plan, and everything in between.

This text...

• Format: Paperback
• Language: English
• ISBN: 047175529X
• ISBN13: 9780471755296
• Release Date: November 2005
• Publisher: Wiley
• Length: 350 Pages
• Weight: 1.75 lbs.
• Dimensions: 0.5" x 8.4" x 11.1"

Customer Reviews

An excellent book for an up-coming marketing executive

To the young marketing executives in the world, an excellent way to brush up your marketing basics, studied in your college years. Very helpful for those starting their own businesses, as this book helps you see what the future might have in store for you, about the business and what different approaches could be taken to achieve your goals.