Practical hands-on supplement enables readers to develop a realistic, customized marketing plan. Offers readers the opportunity to create and critique marketing plans for all kinds of organizations.

Behind every successful product is a great marketing plan.

Marketing textbooks often contain marketing plan outlines or discuss the general use of marketing plans, but don't explain exactly how to develop a marketing plan. Yet that is exactly what student marketers really need.

This book fills the gap.For your convenience, we offer correlation guides suggesting how this book can be used with many of our bestselling textbooks. Please ask your local Prentice Hall representative for details or email college_marketing@prenhall.com.