"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