Developing a Winning Marketing Plan (Wiley Series on Business Strategy) [Hardcover]

William A. Cohen PhD (Author)

Book Description

Series: Wiley Series on Business Strategy | Publication Date: April 1987

Finally—a "nuts-and-bolts" approach to Developing a Winning Marketing Plan This practical, step-by-step guide offers all the procedures, forms, strategies, and techniques you need to know to launch a successful marketing plan. From initial development to the presentation and implementation of a plan, you’ll learn:

• How to establish goals
• How to do a situational analysis
• How to develop a marketing strategy
• How to develop marketing tactics
• How to raise money
• How to forecast

If there’s one book that will turn your next marketing plan into a winner, Developing a Winning Marketing Plan is it. What critics have to say about Bill Cohen’s bestseller on the mail-order business… Building a Mail Order Business: A Complete Manual for Success, 2nd Edition "Dr. Cohen’s book thoroughly explores the many facets, and pitfalls, facing the mail order entrepreneur." —Henry R. "Pete" Hoke, Publisher Direct Marketing "Fat as the Bible and very comprehensive." —Booklist "One of the best books I’ve ever read on the subject." —E. Joseph Cossman author of How I Made $1 Million in Mail Order

Editorial Reviews

From the Publisher

A nuts and bolts approach to developing an effective marketing plan. Written for both middle managers vying for monies within a corporation and entrepreneurs trying to raise venture capital. To help the reader ``see'' the concepts in the book, Cohen provides four complete marketing plans that cover: how to do a situational analysis, establish goals, develop marketing strategies, tactics and forecasts, and then present the marketing plan.

From the Inside Flap

If you run a business, or manage one, developing marketing plans is a critical part of your job. Now, Bill Cohen, one of today’s top marketing experts, shows you how to develop effective marketing plans with this Step-by-step guide to procedures, forms, strategies, and techniques that tells you not only what to plan, but how and why. Based on successful marketing plans prepared under Cohen’s supervision, Developing A Winning Marketing Plan explains the "nuts-and-bolts" of developing effective marketing plans. From initial development to the actual presentation of a marketing plan, Cohen takes you through all the steps, including how to do a situational analysis, establish goals, develop a marketing strategy, develop marketing tactics, raise money, and forecast. You’ll also find four sample marketing plans to help you see marketing concepts and techniques in action. Developing a Winning Marketing Plan—for top managers, middle managers vying for monies within a corporation, entrepreneurs trying to raise venture capital, or anyone who needs help developing a marketing plan that works and wins.

See all Editorial Reviews

Product Details

• Hardcover: 336 pages
• Publisher: Wiley (April 1987)
• Language: English
• ISBN-10: 0471845299
• ISBN-13: 978-0471845294
• Product Dimensions: 9.6 x 6.5 x 1.2 inches
• Shipping Weight: 1.5 pounds
• Average Customer Review: 1.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #2,102,465 in Books (See Top 100 in Books)

More About the Author

William A. Cohen, Ph.D. (Pasadena, CA) is an authority on leadership and strategy formulation and deployment. He gives speeches and seminars for the Industrial College of the Armed Forces, the Air War College, the FBI Academy, all four armed services, and corporations from Boeing to The Cheesecake Factory. He is the author of many books including The New Art of the Leader, The Wisdom of the Generals , and How to Make It Big as a Consultant (978-0-8144-7073-2).

Customer Reviews

Most Helpful Customer Reviews

1 of 2 people found the following review helpful:

1.0 out of 5 stars Over the hill, January 28, 2002

By 

Jay Cross (Berkeley, CA USA) - See all my reviews
(REAL NAME)   

This review is from: Developing a Winning Marketing Plan (Wiley Series on Business Strategy) (Hardcover)

1987. That says it all. The world has changed since William Cohen wrote this how-to book. He warns us to have only one typist type up the plan. (Typist?) He doesn't discuss changes in the marketplace. Outsourcing is rare. There's little about developing the right mix of product and service. There's nothing on educating the customer. Or maintaining the customer relationship over time. I can't really imagine anyone but really lazy professors keeping this turkey alive.