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Book Description
The Marketing Plan Handbook (5th Edition) can benefit managers in all types of organizations.
For startups and companies considering bringing new products to the market, this book outlines a
process for developing a marketing plan to launch a new offering. For established companies with
existing portfolios of products, this book presents a structured approach to developing an action
plan to manage their offerings and product lines. Whether you manage a small business seeking to
formalize the planning process, a startup seeking venture-capital financing, a fast-growth
company considering an initial public offering, or a large multinational corporation, you can gain
competitive advantage by translating the marketing planning process outlined in this book into a
streamlined strategic document that informs your actions and helps avoid costly missteps.
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