Download Marketing Plan Handbook (5th Edition)
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Marketing Plan Handbook (5th Edition)
Download Marketing Plan Handbook (5th Edition)
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About the Author
Marian Burk Wood has held vice presidential-level positions in corporate and not-for-profit marketing with Citibank, JP Morgan Chase, and the National Retail Federation, as well as management positions with national retail chains. In addition to The Marketing Plan Handbook , she is the author of Essential Guide to Marketing Planning and Marketing Planning: Principles into Practice , both geared to the European market. Wood holds an MBA in marketing from Long Island University in New York and a BA from the City University of New York. She has extensive practical experience in marketing planning, having formulated and implemented dozens of marketing plans for a variety of goods and services. She has also developed numerous chapters, cases, sample plans, exercises, and print and digital supplements for college textbooks in marketing, advertising, and related disciplines. Her special interests in marketing include social media, ethics, segmentation, channels, and B2B marketing. Please visit her marketing blog at http://marketinghandbook.blogspot.com
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Product details
Paperback: 232 pages
Publisher: Pearson; 5 edition (December 31, 2012)
Language: English
ISBN-10: 0133078353
ISBN-13: 978-0133078350
Product Dimensions:
7.3 x 0.6 x 9 inches
Shipping Weight: 10.4 ounces (View shipping rates and policies)
Average Customer Review:
3.8 out of 5 stars
28 customer reviews
Amazon Best Sellers Rank:
#305,632 in Books (See Top 100 in Books)
I don't normally post or read reviews on textbooks, as you don't really have a choice in the purchase. However, you do have a choice in format, so it's worth providing feedback on the format for potential purchases, and perhaps the publishers will listen as well.I purchase all my textbooks in eCopy when available, as the benefits fit my needs. The most notable of which is being able to read the material on multiple devices. It's really one of the fundamental benefits of eBooks. I routinely use my personal computer, Kindle Fire, and work computer to read textbooks. This is the first textbook that I've ever purchased that is restricted to 2 computers. I assumed that meant you couldn't run them at the same time, but actually you can't have them loaded on more than 2 computers; you have to deregister a device if you accidentally load it on the wrong one and hit your limit. That, or it recommended that I simply purchase a second copy. "Buy Once, Study Anywhere"? Not really. Yes, I can work around it and just restrict myself to 2 devices, but it's asinine to have to do so. Amazon has these Kindle programs locked down pretty tight, I'm sure they can see they're all my registered devices. I'm not passing my books on to other students, and I can't even sell off a used copy when done. I haven't purchased any other textbooks that felt a need to impose this kind of restriction. This experience has certainly been in support of good ole printed copy.In addition to the licensing problem, the digital copy looks like it was just scanned in on an old xerox. Or maybe that's what the printed copy of this book looks like? Mine is all in black and white, and the text isn't adjustable like most Kindle formats. I could have saved a lot of money just buying a cheap used version and scanning it myself.
I give this two stars because of the Kindle format, not because of the marketing content. The content is decent: it's thorough, a bit dry, and up-to-date.The Kindle format, though, is frustrating. First, it's fixed pages, not flowing text. I understand that perhaps some professors value page numbers, but scrolling as if this were a scanned PDF gets very old. Another big problem is that it's limited to TWO devices. This is very irritating, as I cannot read it wherever I wish, which rather spoils the point of having an e-book. No other textbook of mine has this low of a limit. Also, you are not allowed to change the font or even the color scheme.I hope the publisher reads this book and then decides to conduct some of it's touted market research on the students who buy this book. Perhaps the publisher will discover that students expect a modern e-book, not a glorified PDF.UPDATE: I de-registered one of my Kindle for PC instances so I could read this on my phone and discovered that the publisher will not allow it on Kindle for Android, even if I have an available license. It's also not available on the Kindle Cloud Reader! So basically, I don't get to read this unless I'm Officially Parked At My Desk to Read the One Book I Can't Read Anywhere Else (TM).
Bought for school.
Good price
Got it for school very informative with a nice flow of info.
Book was in good condition. Great value
Clean print! No negative comments!
needed it for class
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