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The Marketing Plan Handbook Paperback – September 1, 2011

ISBN-13: 978-1936572021 ISBN-10: 1936572028 Edition: 3rd

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Product Details

  • Paperback: 156 pages
  • Publisher: Cerebellum Press; 3 edition (September 1, 2011)
  • Language: English
  • ISBN-10: 1936572028
  • ISBN-13: 978-1936572021
  • Product Dimensions: 7.5 x 0.3 x 9.2 inches
  • Shipping Weight: 6.4 ounces (View shipping rates and policies)
  • Average Customer Review: 4.1 out of 5 stars  See all reviews (7 customer reviews)
  • Amazon Best Sellers Rank: #54,085 in Books (See Top 100 in Books)

Editorial Reviews

Review

"Alexander Chernev has written the clearest handbook that I have seen on how to write a marketing plan, cover all the bases, and yet keep it short." --Philip Kotler, S.C. Johnson & Son Professor of International Marketing, Kellogg School of Management, Northwestern University

"Alexander Chernev's The Marketing Plan Handbook offers clear, concise insights and guidelines to design marketing plans that will truly work." --Kevin Lane Keller, E. B. Osborn Professor of Marketing, Tuck School of Busines, Dartmouth College

"An excellent book offering a streamlined, no-nonsense roadmap to writing impactful marketing plans." --Jean-Claude Larreche, Alfred H. Heineken Professor of Marketing, INSEAD

"If you are going to write a marketing plan, you need to start with Chernev's The Marketing Plan Handbook. And, of course, every business needs to have a marketing plan." --David Reibstein, William Stewart Woodside Professor of Marketing, Wharton, University of Pennsylvania

About the Author

Alexander Chernev is a professor of marketing at the Kellogg School of Management, Northwestern University. He is an area editor for the Journal of Marketing and serves on the editorial boards of the top research journals, including the Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, and Journal of the Academy of Marketing Science. Dr. Chernev's research has been published in the leading marketing journals and has been quoted in the business and popular press, including Scientific American, Business Week, Forbes, Newsweek, The Wall Street Journal, Financial Times, The New York Times, and The Washington Post. He has written numerous articles focused on corporate planning, marketing strategy, and brand and customer management. 

Professor Chernev teaches marketing management, marketing strategy, brand management, and behavioral decision theory in MBA, PhD, and executive education programs. He has received numerous teaching awards, including the Chairs' Core Course Teaching AwardKellogg Faculty Impact Award, and the Top Professor Award from the Kellogg Executive MBA Program. In addition to research and teaching, he is an Academic Trustee of the Marketing Science Institute and advises companies around the world on issues of strategic marketing planning and analysis, business innovation, brand management, pricing, and new product development.

Website: chernev.com/books

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Customer Reviews

4.1 out of 5 stars
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Most Helpful Customer Reviews

5 of 6 people found the following review helpful By Charles Reader on October 9, 2011
Format: Paperback
It's concise, to the point, and loaded with practical information about how to bring your product or service to market. If you buy just one book on how to create your marketing plan, this is the one that should be on your desk or in your Kindle.
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2 of 2 people found the following review helpful By SeattleSlew on April 2, 2014
Format: Paperback
I teach marketing strategy in a Master of Management program. I used this book for the first time last fall. The major activity in that class is the development of a marketing plan. My students found it to be very useful and I found the quality of the plans they developed to be the best since I started teaching that class about eight years ago. I strongly recommend it for students or for practitioners who have not developed a marketing plan before.
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By Khalid Dubas on April 23, 2014
Format: Paperback Verified Purchase
Excellent
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By YosemiteSam on November 19, 2014
Format: Paperback Verified Purchase
Perfect for students writing a marketing plan.
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