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

by Roman Hiebing (Author), Scott Cooper (Author) "The business review provides an information decision-making base for the subsequent marketing plan and the rationale for all strategic marketing decisions within the plan..." (more)
Key Phrases: media weight goal, plan communication goals, target market behavior, The One-Day Marketing Plan, Strategy Example, Company Company (more...)

Editorial Reviews

Product Description

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.

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: 10.8 x 8.5 x 0.7 inches
• Shipping Weight: 1.7 pounds (View shipping rates and policies)
• Average Customer Review: 4.7 out of 5 stars See all reviews (3 customer reviews)
• Amazon.com Sales Rank: #105,115 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

4 of 4 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)

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.

2 of 2 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)

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.

5.0 out of 5 stars Speed and Impact, June 25, 2006

By	Jusuf Hariman (Australia) - See all my reviews (REAL NAME)

Speed to market is the key to success in today's fiercely competitive marketing area. This book help marketeers first determine who their target customers are and then deliver pinpoint marketing strategies and programs with speed and impact. The usefulness of the book is enhanced by the inclusion of helpful forms, along with actual marketing plan templates. Highly recommended. Dr Jusuf Hariman, Manuscript assessor, Fellowship of Australian Writers.