The One-Day Marketing Plan : Organizing and Completing a Plan that Works [Paperback]

Roman Hiebing (Author), Scott Cooper (Author)

Book Description

Publication Date: April 15, 2004

The One-Day Marketing Plan shows entrepreneurs and business owners how to quickly design a marketing plan for any business. Hiebing and Cooper's streamlined, 10-step process guides readers through the development and execution of effective marketing plans, and provides the tools to accurately evaluate bottom-line results. Packed with helpful checklists and templates, this practical, comprehensive third edition includes up-to-the-minute information on brand positioning and Internet marketing tactics.

Editorial Reviews

About the Author

Roman G. Hiebing Jr. is CEO of The Hiebing Group, a full-service advertising, marketing, and public relations agency. A lecturer at the University of Wisconsin, Hiebing is the coauthor (with Scott Cooper) of the bestselling marketing planning texts How to Write a Successful Marketing Plan, Second Edition, and The Successful Marketing Plan, Third Edition.

Scott W. Cooper is the senior vice president of marketing and branding for Brown Shoe Company, whose divisions include Naturalizer, Bass, Buster Brown, and the 930-store Famous Footwear chain. Cooper is the former president of The Hiebing Group.

Product Details

• Paperback: 344 pages
• Publisher: McGraw-Hill; 3 edition (April 15, 2004)
• Language: English
• ISBN-10: 0071395229
• ISBN-13: 978-0071395229
• Product Dimensions: 10.9 x 8.5 x 0.7 inches
• Shipping Weight: 1.7 pounds (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #53,439 in Books (See Top 100 in Books)

More About the Author

Discover books, learn about writers, read author blogs, and more.

Customer Reviews

Most Helpful Customer Reviews

6 of 6 people found the following review helpful:

4.0 out of 5 stars The One Month Marketing Plan, September 4, 2006

By 

Daniel Ginensky (Bet Shemesh Israel) - See all my reviews
(REAL NAME)   

Amazon Verified Purchase

This review is from: The One-Day Marketing Plan : Organizing and Completing a Plan that Works (Paperback)

The promise of completing a marketing plan in one day (as per the title) is what sold me on this book. Aside from the title there are no further references on how to complete the 4 part/21 chapter plan within a single day, for the simple reason that it can't be done. In fact, this author published an almost identical book the previous year with the title "The Successful Marketing Plan : A Disciplined and Comprehensive Approach".

Having said that, I don't regret buying the book. I don't have a formal background in marketing, and needed an introduction to the subject. This book provides a conceptual framework and worksheet templates which are both extremely helpful. It also imparts the valuable lesson that a good marketing plan takes several weeks of writing and research to complete.

Each chapter has both explanations and worksheets (for preparing the Marketing Plan). The connection between the two was not always clear, which was my one complaint about the book. I ended up copying section titles from the explanation parts onto the worksheets.

I particularly liked chapter 4, creating sales goals for the marketing program. The methodology is based on a combination of the projected cost of the campaign, the sales history of the product, and the size of the market. I felt this was a well thought out quantitative method for projecting sales.

I gave the book 4 out of 5 stars because of the misleading title. Yet I bought the book and am happy with it. I had to wonder if the authors intended the misleading title to be the final lesson in marketing.

3 of 3 people found the following review helpful:

5.0 out of 5 stars Well Researched and Thorough, March 27, 2008

By 

Kathiann Tevlin (Lake Placid, NY) - See all my reviews
(REAL NAME)   

Amazon Verified Purchase

This review is from: The One-Day Marketing Plan : Organizing and Completing a Plan that Works (Paperback)

I purchased this book as I have not written a marketing plan since I graduated college and was looking for something that would guide me in producing a thorough review and evaluation of my business, as well as an effective marketing plan. I was impressed with the extensive guidelines for background research and with the practical information for producing the plan. It had more information in it than I needed for my current business, but I was glad to have it there, just in case. I'd recommend this book to anyone who is looking to create a REAL plan, not just something hacked up in a few hours. You will spend quite a bit of time analyzing your business and markets, but you will end up with a plan that does what it should: improve your bottom line. Please note: if you follow all of their instructions it will take longer than a day.

1 of 1 people found the following review helpful:

2.0 out of 5 stars There is no way to complete the book in one day, April 8, 2011

By 

High Expectations (Chenango Forks, NY) - See all my reviews

Amazon Verified Purchase

This review is from: The One-Day Marketing Plan : Organizing and Completing a Plan that Works (Paperback)

I was expecting this book to be helpful in creating a ONE DAY Marketing Plan...if you do all of the exercises in the book it takes WAY longer than one day! The book is helpful and has some good information but it is misleading. I wanted a book to assist me with a comprehensive plan that could be done quickly, something to guide me through a punch list of what I needed...this is not that book.