Product Description

How to Write a Successful Marketing Plan is the definitive planning resource. It explains clearly, simply, and pragmatically how to prepare a marketing plan in a disciplined and comprehensive manner. It can be used as a planning guide by the inexperienced marketer and as a reference piece on planning by the experienced marketer. Insights into the planning process learned from thousands of practitioner, teaching and consulting hours are reflected in this edition's new chapters on setting communication goals, executing the plan, market research, and testing. In addition, each chapter has been expanded, resulting in 50% more "how to" information in this second edition. Valuable appendices offer even more information, ideas, worksheets, and sound thinking than ever before.

Product Details

• Amazon Sales Rank: #1390150 in Books
• Published on: 1999-03-01
• Number of items: 1
• Binding: Hardcover
• 510 pages

Customer Reviews

Cutting edge, circa 1974
If you're new to a methodical approach to planning a marketing program, this book probably will help you sort through the issues. For anyone experienced in strategy planning, the book comes across as a bit reductive and pedantic.

To be fair, the book does provide a workable structure that allows novice marketers to focus on the situational issues rather than scrambling just to identify the the required components of a plan. It also may serve as a journeyman-like reference for experienced marketers.

One more note: the book clearly predates the Internet and is very much oriented at the mass marketing of good, old-fashioned consumer products. Don't expect to shift your paradigm here!

DISCIPLINED AND COMPREHENSIVE TO THE MAX
If there is a more methodical and detailed approach to marketing planning, I haven't seen it in 20 years in the ad business. The workbook format and the authors' real world experience make this a practical and useful tool for developing a marketing communications plan. The benefit of this approach is that your plan has been viewed from every angle, built methodically and logically, tested against reality, and executed down to the most minute detail. These guys have definitely been around the block. This book is useful in the real world.

Good as a reference book
This is a good reference marketing plan book for novice people who are serious about learning the right process and fundational technique. Even it was printed in 10 years ago, I was surprised about it is very useful and not out of date at all. It is good to apply to enterprise software business as well, especially in the current market, solid marketing plan is one of key to evulate the product and company success. I have this book as a reference book if you have some budget to keep a few handy marketing books near you.