{"product_id":"the-marketing-plan-handbook-7th-edition","title":"The Marketing Plan Handbook, 7th Edition","description":"The Marketing Plan Handbook offers a streamlined approach to creating impactful marketing plans. Using a step-by-step method to develop a strategically sound plan, the book presents key information in a concise and logical way. It explains the fundamental principles of building a marketing plan and introduces a comprehensive framework that includes all essential components.The marketing plan presented in the book is based on the perspective that marketing is a core business discipline, playing a crucial role in shaping many of a company's decisions and actions. A key feature of the book is its emphasis on marketing as a value-creation process, making it relevant to both business-to-consumer and business-to-business contexts. This book is a valuable resource for managers in all types of organizations. For companies launching new products, it offers a structured process for developing a marketing plan to support the introduction of a new offering. For established businesses with existing product portfolios, it provides a systematic approach to managing their offerings and product lines. Whether used by a small business formalizing its planning process or a large multinational corporation, the framework in this book helps streamline marketing planning.","brand":"Cerebellum Press","offers":[{"title":"Default Title","offer_id":51944180711655,"sku":"9781936572922","price":19.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0449\/4075\/5096\/files\/imageloader_e7d7a7a6-ab86-47a3-a30e-4265402951bd.jpg?v=1775355236","url":"https:\/\/arvidabookco.com\/products\/the-marketing-plan-handbook-7th-edition","provider":"Arvida Book Co.","version":"1.0","type":"link"}