The Marketing Plan, 4th Edition

Introduction

The fourth edition of The Marketing Plan differs in a number of ways from its predecessor, published ten years ago. It includes ten more years of the experiences and knowledge gained from helping companies write their marketing plans—in boom economies and in bust. The book walks you through every part of the plan, with detailed analysis of case histories. After reviewing each case, you can insert on the accompanying software the data for your own company and complete your marketing objectives and strategies. By the time you finish the book, you can have a complete, written marketing plan for your own business.

If you go to the AMACOM website, you can download my computer marketing plan “what if” software models, free of charge. These ...