A new edition of the bestselling guide to creating a successful marketing plan. The One-Day Marketing Plan, a Business Week Book Club and Fortune Book Club selection, now includes a software disk that will streamline marketing planning. The worksheets and models supplied on disk make the preparation of a comprehensive marketing plan fast and painless. Simplify plan preparation by consolidating the process into 10 basic steps that will work for any product, service, or company. Features time-saving tips, extensive worksheets and model formats, and methods designed to help save time and money.
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Most Helpful Customer Reviews
20 of 20 people found the following review helpful:
2.0 out of 5 stars
Not an interesting take on marketing,
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This review is from: The One-Day Marketing Plan (Paperback)
This book lives up to neither its "one-day" promise nor its claim to help you organize and complete a plan that works. The problem? Lack of examples. The worksheets are utterly blank, and the text speaks in vague, hand-waving generalities. Because of this substance gap, the book is hard to use to the point of being completely unhelpful. The obvious audience for this book is people who are new to marketing, and certainly people who are new to writing marketing plans. And if those people are purchasing a book to help them step-by-step, it is generally because they don't have access to an existing marketing plan that they can work from and modify. Those people won't be helped by this book; they won't have any way to figure out what they should fill in in the very blank worksheets. That said, I can think of a circumstance for which this book might be genuinely helpful: if you have an existing marketing plan, and you're trying to figure out if there are things that you've missed, the lists of questions that different sections of your plan should answer would be a good way to test completeness. But overall, I found the book extremely disappointing. Far better guides to marketing can be had in books like "Crossing the Chasm" (which provides a great conceptual basis from which to start).
5 of 5 people found the following review helpful:
2.0 out of 5 stars
One day? Forget it!,
By Keith Swayne (Vancouver, BC) - See all my reviews
This review is from: The One-Day Marketing Plan (Paperback)
I am looking at this book as the director of my own small marketing firm (not a multinational corporation). I am always looking for introductory information about marketing plans that will be a good fit for small businesses, like many of my clients have. This book is not it.The One Day Marketing Plan is over 300 wordy pages long. Yes, there are dozens of worksheets, but I can't imagine how anyone could digest and put into practice even part of this book in a day. This book slowly drags the reader through a very traditional approach to developing a marketing plan. It would help anyone to ask lots of questions before marketing a product or service. On the other hand, there is a serious danger for many of us in small business to give in to the "paralysis of analysis". That's why we look for a "one day" approach. Most entrepreneurs don't need, can't afford, and are probably incapable of performiung a long, detailed study without formal training. Besides, it's usually overkill. As an alternative, I like "The Instant Marketing Plan" by Mark Nolan, and "The Guerilla Marketing Workbook" by Levinson and Godin.
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Inside This Book
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First Sentence:
MARKETING IS A BROAD-BASED DISCIPLINE in which multiple decisions must be made. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
target market effectors, target market behavior, plan communication goals, much media weight, marketing communication goals, target market section, total target market, marketing mix tools, retrial rate, unaided awareness, marketing execution, category development index, brand development index, publicity objectives, sales objectives, primary target market, marketing calendar, marketing objectives, total company sales, purchase ratio, payback analysis, product awareness, previous purchasers, behavior trends, does your product Key Phrases - Capitalized Phrases (CAPs): (learn more)
Business-to-Business Targets, Product Review, Retrial Data, Competitive Review Target Market Effectors Consumer, Scope Company Strengths, Service Merchandising Packaging Promotion, Famous Footwear, Net Weekly Gain, Test Period Sales, Loss Test, Mediamark Research, Penetration Personal Selling, Postperiod Test, Real Estate, Service Promotion, Betty Crocker, Percent of Index, Simmons Market Research Bureau, Bureau of the Census, Miller Lite, Percent Happening, Fairchild Fact Filed, Geography Urban Suburban Rural Home Own, Los Angeles, Organization Rating What New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
MARKETING IS A BROAD-BASED DISCIPLINE in which multiple decisions must be made. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
target market effectors, target market behavior, plan communication goals, much media weight, marketing communication goals, target market section, total target market, marketing mix tools, retrial rate, unaided awareness, marketing execution, category development index, brand development index, publicity objectives, sales objectives, primary target market, marketing calendar, marketing objectives, total company sales, purchase ratio, payback analysis, product awareness, previous purchasers, behavior trends, does your product Key Phrases - Capitalized Phrases (CAPs): (learn more)
Business-to-Business Targets, Product Review, Retrial Data, Competitive Review Target Market Effectors Consumer, Scope Company Strengths, Service Merchandising Packaging Promotion, Famous Footwear, Net Weekly Gain, Test Period Sales, Loss Test, Mediamark Research, Penetration Personal Selling, Postperiod Test, Real Estate, Service Promotion, Betty Crocker, Percent of Index, Simmons Market Research Bureau, Bureau of the Census, Miller Lite, Percent Happening, Fairchild Fact Filed, Geography Urban Suburban Rural Home Own, Los Angeles, Organization Rating What New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Citations (learn more)
This book cites 1
book:
3
books
cite this book:
- Personal Selling by Dennis Price on 5 pages
- Strategic Marketing in Library and Information Science by Linda S Katz on page 51, and page 58
- Identity Branding Revisited - Creating Prospect Attraction by Robert Krumroy on page 75, and Back Matter
- If I Don't Do It Now...Career Makeovers for the Working Woman by Pamela Robinson in Back Matter
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