The Marketing Plan Handbook provides a comprehensive approach to creating effective, actionable, and impactful marketing plans. It outlines the marketing planning process and the essential components of a marketing plan. The handbook is intended for use in marketing management, new product development, and entrepreneurship courses, as well as by managers who seek to create marketing plans that deliver results.

Book Information
Published June 2025 (7th edition) | ISBN: 9781936572922 (Paperback); 9781936572939 (Hardcover). Permissions can be obtained from Copyright.com, Study.Net, and Cerebellum Press.
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Table of Contents
Part One: The Marketing Plan
– The Marketing Plan as a Business Document (Chapter 1)
– Marketing Planning as Value Creation (Chapter 2)
Part Two: Developing a Marketing Plan
– Crafting a New Marketing Plan (Chapter 3)
– Updating the Marketing Plan (Chapter 4)
Part Three: Specialized Marketing Plans
– Crafting a Brand Management Plan (Chapter 5)
– Crafting a Communication Plan (Chapter 6)
Part Four: Sample Marketing Plans
– Marketing Plan for Launching a New Offering (Chapter 7)
– Marketing Plan for Managing an Existing Offering (Chapter 8)
– Marketing Plan for Extending the Product Line (Chapter 9)
Part Five: The Marketing Plan Toolbox
– Creating Meaningful Exhibits (Chapter 10)
– Key Performance Metrics and Analyses (Chapter 11)