Choice
"Addressing the practices of marketing with clarity and insight, this book is one of the best..."
Review
"Addressing the practices of marketing with clarity and insight, this book is one of the best on the topic to come along for some time. The authors provide the novice with a clear overview of what marketing is all about and how vital marketing is to a company's welfare. While the book briefly covers the basics of marketing (e.g., marketing concept and marketing mix, it also deals with more advanced considerations that challenge businesses daily. As the title suggests, this volume takes the reader through the process of market planning. Each of the 14 chapters concentrates on the steps for developing a comprehensive marketing plan, beginning with a careful explanation of how the marketing process impacts business and proceeding to implementation of the plan itself. ...Recommended for lower-division undergraduate through practitioner collections." - Choice
Review of the first edition:
"Finally, a book devoted to assisting managers to understand and develop first rate marketing plans." - Philip Kotler, Distinguished Professor of International Marketing, J.L. Kellogg Graduate School of Management
Review of the first edition:
"Finally, a book devoted to assisting managers to understand and develop first rate marketing plans." - Philip Kotler, Distinguished Professor of International Marketing, J.L. Kellogg Graduate School of Management
