The Marketing Plan Handbook, 7th Edition -- Alexander Chernev, Paperback
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.
Author: Alexander Chernev
Publisher: Cerebellum Press
Published: 7/1/2025
Pages: 144
Binding Type: Paperback
Weight: 0.57 lbs
Size: 9.25" H x 7.5" L x 0.31" W
ISBN: 9781936572922
