The Marketing Plan [Paperback]

William A. Cohen PhD (Author)

Book Description

ISBN-10: 0471384127 | ISBN-13: 978-0471384120 | Publication Date: November 10, 2000 | Edition: 3

This book is not just a "how to" book, it also explains the importance of a well-formulated marketing plan and encourages reader participation by including activities.

Editorial Reviews

From the Publisher

Easy-to-follow, step-by-step instructions will enable readers to develop a professional marketing plan. A wealth of convenient forms focus attention and, once completed, serve as the basis of the marketing plan. Includes numerous sample plans which motivate and reinforce comprehension. --This text refers to an out of print or unavailable edition of this title.

From the Back Cover

Create winning marketing plans like the pros!

Whether you’re starting a new business or launching a new product line within a company, you won’t be able to succeed without a clear plan that defines your goals and how you will achieve them. 

Now, best-selling author William Cohen equips you with the knowledge, tools, and techniques you’ll need to develop marketing plans like the pros. The Marketing Plan, 5th Edition presents step-by-step procedures––from scanning your environment and establishing goals and objectives, to developing marketing strategies and tactics, to presenting and implementing your plan, and everything in between. When you complete the book, you will not only know what to do, but also how and why.

With this practical guide, you get:

• Step-by-step instructions: This easy-to-follow, logical approach keeps you clearly focused on what you need to do to develop a successful marketing plan.
• Time-saving forms: These worksheets, including 20 new to this edition, help you with different marketing planning tasks, such as profiling target markets and establishing an advertising and publicity budget.
• Actual marketing plans from readers who have used the book: This new Fifth Edition features three new sample marketing plans. These plans show how readers have adapted the basic ideas in this book and translated them into successful marketing plans.

--This text refers to an alternate Paperback edition.

See all Editorial Reviews

Product Details

• Paperback: 416 pages
• Publisher: Wiley; 3 edition (November 10, 2000)
• Language: English
• ISBN-10: 0471384127
• ISBN-13: 978-0471384120
• Product Dimensions: 11 x 7 x 0.6 inches
• Shipping Weight: 1.9 pounds
• Average Customer Review: 4.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #1,722,749 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

4.0 out of 5 stars The Marketing Plan, February 6, 2010

By 

Lindsey K. Hanneman "broke student" (San Francisco, CA USA) - See all my reviews
(REAL NAME)   

Amazon Verified Purchase

This review is from: The Marketing Plan (Paperback)

This used text arrived barely used. I could tell that it had been read through and was not brand new, but otherwise was in great condition. I wish I would have known how great ordering used text books from Amazon.com was when I was an undergrad. The text itself, offers great templates and guidelines for developing a marketing plan. Thus far, I am pleased with this resource.

11 of 17 people found the following review helpful:

4.0 out of 5 stars An excellent book for an up-coming marketing executive, October 16, 1998

By A Customer

This review is from: The Marketing Plan (Paperback)

To the young marketing executives in the world, an excellent way to brush up your marketing basics, studied in your college years. Very helpful for those starting their own businesses, as this book helps you see what the future might have in store for you, about the business and what different approaches could be taken to achieve your goals.