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The Marketing Plan Handbook, 3/eWood, 3/e is the only planning handbook that guides students through the step-by-step creation of a customized marketing plan while offering Palo Alto’s Marketing PlanPro (a commercial software) to aid in the process.Marketing PlanPro Premier, 3/ePalo Alto's highly rated software program that guides students through the development of a structured marketing plan. This software includes an introductory video, help wizards, and other valuable features to guide users through marketing analysis and plan for each element of the marketing mix. It also helps users prepare for implementation, compare actual to planned results, and assess the financial value of marketing programs through profitability, ROI, and customer lifetime value calculations.