The Marketing Plan Handbook offers a comprehensive approach to crafting sound, actionable, and impactful marketing plans that produce results. It outlines the process of marketing planning and the contents of the marketing plan. It is designed for use in marketing management, new product development, and entrepreneurship courses for advanced undergraduate, MBA, executive MBA, and executive education programs.

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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E-Book: Kindle | VitalSource
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Table of Contents
Part One: The Marketing Plan
Chapter 1. The Marketing Plan as a Business Document
Chapter 2. Marketing Planning as Value Creation
Part Two: Developing a Marketing Plan
Chapter 3. Crafting a New Marketing Plan
Chapter 4. Updating the Marketing Plan
Part Three: Specialized Marketing Plans
Chapter 5. Crafting a Brand Management Plan
Chapter 6. Crafting a Communication Plan
Part Four: Sample Marketing Plans
Chapter 7. Marketing Plan for Launching a New Offering
Chapter 8. Marketing Plan for Managing an Existing Offering
Chapter 9. Marketing Plan for Extending a Company’s Product Line
Part Five: The Marketing Plan Toolbox
Chapter 10. Creating Meaningful Exhibits
Chapter 11. Key Performance Metrics and Analyses

Resources
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