Why Strategy and Plan? Many marketing students fail to show their strategic perspectives with marketing background To make things worse, textbooks often discuss the general use of a marketing plan, but dont explain exactly how to develop an effective plan-yet thats what student marketers really need Wood, Marian Burk(2005), The Marketing Plan Handbook, 2nd ed. Prentice hall Stapleton, John and Michael Thomas(1998), How to Prepare a Marketing Plan, 4th ed, Gower O Copy rights reserved, Zou Deqiang5 5 © Copy rights reserved, Zou Deqiang Why Strategy and Plan? • Many marketing students fail to show their strategic perspectives with marketing background • To make things worse, textbooks often discuss the general use of a marketing plan, but don’t explain exactly how to develop an effective plan— yet that’s what student marketers really need ¾ Wood, Marian Burk (2005), The Marketing Plan Handbook, 2nd ed., Prentice Hall. ¾ Stapleton, John and Michael Thomas (1998), How to Prepare a Marketing Plan, 4th ed., Gower