Marketing Planning

by Stephan Sorger

“Marketing Where Strategy Meets Action” offers marketing students and professionals a practical, step by step guide to creating marketing plans that deliver measurable results. It presents a comprehensive framework for strategic marketing planning and outlines a structured approach for developing effective marketing plans. The approach uses numerous figures, checklists, and decision charts to leverage proven marketing techniques and market data for high quality marketing plans. The book is packed with current examples, culminating in a complete sample marketing plan that demonstrates the book’s unique approach. The book is ideal for planning-related courses in upper-level undergraduate and lower-level graduate school programs, as well as for business executives seeking a competitive edge in the speed and quality of their marketing planning.

360 pages, Paperback

First published September 3, 2011

Reviews

[Lisa]

Marketing Planning: Where Strategy Meets Action was used as the basis for a capstone course I completed for a college-level professional certificate in marketing. It was a fantastic selection for this purpose. The writing was clear, the examples easy to understand, and the outline actionable. My capstone project was the development of a marketing plan for my business, and the guidance from this book enabled me to focus on what was most important and realistic. I recommend it highly.