Customer Reviews

How to Write a Successful Marketing Plan: A Disciplined and Comprehensive Approach

5 star:		(1)
4 star:		(1)
3 star:		(1)
2 star:		(2)
1 star:		(0)

 

 

If you're new to a methodical approach to planning a marketing program, this book probably will help you sort through the issues. For anyone experienced in strategy planning, the book comes across as a bit reductive and pedantic.

To be fair, the book does provide a workable structure that allows novice marketers to focus on the situational issues rather than scrambling just to identify the the required components of a plan. It also may serve as a journeyman-like reference for experienced marketers.

One more note: the book clearly predates the Internet and is very much oriented at the mass marketing of good, old-fashioned consumer products. Don't expect to shift your paradigm here!

If there is a more methodical and detailed approach to marketing planning, I haven't seen it in 20 years in the ad business. The workbook format and the authors' real world experience make this a practical and useful tool for developing a marketing communications plan. The benefit of this approach is that your plan has been viewed from every angle, built methodically and logically, tested against reality, and executed down to the most minute detail. These guys have definitely been around the block. This book is useful in the real world.

This is a good reference marketing plan book for novice people who are serious about learning the right process and fundational technique. Even it was printed in 10 years ago, I was surprised about it is very useful and not out of date at all. It is good to apply to enterprise software business as well, especially in the current market, solid marketing plan is one of key to evulate the product and company success. I have this book as a reference book if you have some budget to keep a few handy marketing books near you.

Barry Callen works for the author. Take his review with a big grain of salt. This book is basic, dry and uninspiring.

Barry Callen works for the author. The other reviews are more accurate. This book is basic, dry and unreadable save for someone starting from scratch with no other available resources.