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The Marketing Plan

The Marketing Plan
Author: William A. Cohen
ISBN 13: 9780471755296
ISBN 10: 47175529
Edition: 5
Publisher: Wiley
Publication Date: 2005-12-09
Format: Paperback
Pages: 350
List Price: $73.87

Create winning marketing plans like the pros!

Whether you’re starting a new business or launching a new product line within a company, you won’t be able to succeed without a clear plan that defines your goals and how you will achieve them. 

Now, best-selling author William Cohen equips you with the knowledge, tools, and techniques you’ll need to develop marketing plans like the pros. The Marketing Plan, 5th Edition presents step-by-step procedures––from scanning your environment and establishing goals and objectives, to developing marketing strategies and tactics, to presenting and implementing your plan, and everything in between. When you complete the book, you will not only know what to do, but also how and why.

With this practical guide, you get:

  • Step-by-step instructions: This easy-to-follow, logical approach keeps you clearly focused on what you need to do to develop a successful marketing plan.

  • Time-saving forms: These worksheets, including 20 new to this edition, help you with different marketing planning tasks, such as profiling target markets and establishing an advertising and publicity budget.

  • Actual marketing plans from readers who have used the book: This new Fifth Edition features three new sample marketing plans. These plans show how readers have adapted the basic ideas in this book and translated them into successful marketing plans.


This text gives students the knowledge needed to develop professional marketing plans. It explains marketing planning and provides step-by- step procedures for producing a plan, along with sample forms and actual student plans prepared in the classroom. Coverage encompasses planning the development of a marketing plan, establishing goals, develop marketing strategy and tactics, forecasting for the marketing plan, calculating important financial ratios, and presenting and implementing the plan. Seven sample plans are presented. Cohen teaches marketing and leadership at California State University. Annotation c. Book News, Inc., Portland, OR (booknews.com)