{"product_id":"marketing-plan-handbook-7th-edition","title":"Marketing Plan Handbook, 7th Edition","description":"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.","brand":"Alexander Chernev","offers":[{"title":"Paperback","offer_id":47278847197420,"sku":"9781936572922","price":31.59,"currency_code":"USD","in_stock":true},{"title":"Hardcover","offer_id":47278847230188,"sku":"9781936572939","price":63.25,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0684\/1791\/3068\/files\/9781936572922.jpg?v=1770255655","url":"https:\/\/intl.allstora.com\/products\/marketing-plan-handbook-7th-edition","provider":"Allstora","version":"1.0","type":"link"}