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The Marketing Plan, 5th Edition

December 2005, ©2006
The Marketing Plan, 5th Edition (EHEP000841) cover image


The Marketing Plan, 5th Edition gives students the knowledge, tools, and techniques they need to develop marketing plans like the pros. Throughout the text, step-by-step procedures guide students through each phase in creating marketing plans??from scanning the environment and establishing goals and objectives, to developing marketing strategies and tactics, to presenting and implementing the plan, and everything in between.

This text is not just a how-to book; it also explains the importance of a well-formulated marketing plan and encourages student participation through activities. Moreover, it contains seven actual student marketing plans which can be used as models.

This text can be used as a supplement to another text, or as a stand-alone in a Principles of Marketing, Marketing Management, Strategic Marketing, Entrepreneurship, or Internet Marketing course.

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Table of Contents

Chapter 1. Planning the Development of a Marketing Plan.

Chapter 2. Scanning Your Environment.

Chapter 3. Establishing Goals and Objectives.

Chapter 4. Developing Marketing Strategy.

Chapter 5. Developing Marketing Tactics.

Chapter 6. Forecasting for Your Marketing Plan.

Chapter 7. Calculating Important Financial Ratios for Your Marketing Plan.

Chapter 8. Presenting the Marketing Plan.

Chapter 9. Implementation.

Appendix A: Sample Marketing Plans.

Appendix B: Sources of Secondary Research.

Appendix C: Examples of Simple Marketing Research and a Marketing Research Checklist.

Appendix D: How to Lead a Tam.

Appendix E: The Concept and Application of Marketing Strategy.Appendix.

Appendix F: Useful Worksheets for Market Planning.

Appendix G: Useful Web Site that can Help You Develop a Marketing Plan.


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Author Information

Dr. William A. Cohen is Professor of Business Administration, Touro University International, and past Chairman of the Marketing Department and Director of the Small Business Institute at California State University, Los Angeles. He has also taught at the University of Southern California and the Peter Drucker School of Management at Claremont Graduate University and was President of California American University.
Professor Cohen has a B.S. from the United States Military Academy at West Point, an M.B.A. from the University of Chicago, and an M.A. and Ph.D. in management from Claremont Graduate University. He is also a distinguished graduate of the Industrial College of the Armed Forces, National Defense University, and a retired major general in the U.S. Air Force Reserve.
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New To This Edition

  • 3 New marketing plans added.
  • 20 new work sheets all also available online at www.wiley.com/college/cohen to help students with information that may be needed for marketing plan such as:
    • Developing profiles of target markets
    • Establishing an advertising and publicity budget
    • Quick go/no-go new product checklist
  • New Appendix: Useful Internet Sites for Marketing Planning
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The Wiley Advantage

  • Step-by-step approach for producing a professional marketing plan.
  • Time-saving forms for a variety of marketing planning tasks, such as defining the target market and making decisions about products using a portfolio approach.
  • Actual student plans prepared in the classroom.
  • Proven classroom-tested method for teaching basic marketing ideas, incorporating accounting, finance, and management principles, and translating those ideas and principles into a finished plan.
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Professor Reviews

"I thought the book was very well done. It brings out very clearly the steps in a Marketing Plan. I am considering this book as a supplement to my marketing text."

David Nemi, Niagara County Community College

"I found the book to be comprehensive and interesting. It promotes active learning and application of concepts."

Raj Devasagyam, Siena College

"Great book. It is very comprehensive and at the same time well structured. I have adapted this text book and I can only recommend. The students get a clear idea about how to tackle a strategic marketing plan."  

Ozcan Kilic, University of Wisconsin-River Falls

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Instructors Resources
Wiley Instructor Companion Site
Instructor's Manual
It contains a variety of forms, overhead transparency masters and other materials such as additional sample marketing plans not in the text that the author, and others, have developed over the years. This material does not repeat the book, but does give instructors many other options for supplementing it and their own instruction.
Contact your Wiley Representative
Find Your Rep
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Students Resources
Wiley Student Companion Site
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Purchase Options
The Marketing Plan, 5th Edition
ISBN : 978-0-471-75529-6
350 pages
December 2005, ©2006
$127.95   BUY

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