How to Write a Successful Marketing Plan: A Disciplined and Comprehensive Approach [ILLUSTRATED] (Hardcover)

~ (Author), Scott W. Cooper (Author)
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Editorial Reviews

Product Description

How to Write a Successful Marketing Plan is the definitive planning resource. It explains clearly, simply, and pragmatically how to prepare a marketing plan in a disciplined and comprehensive manner. It can be used as a planning guide by the inexperienced marketer and as a reference piece on planning by the experienced marketer. Insights into the planning process learned from thousands of practitioner, teaching and consulting hours are reflected in this edition's new chapters on setting communication goals, executing the plan, market research, and testing. In addition, each chapter has been expanded, resulting in 50% more "how to" information in this second edition. Valuable appendices offer even more information, ideas, worksheets, and sound thinking than ever before. --This text refers to an alternate Hardcover edition.

Product Details

• Hardcover: 342 pages
• Publisher: Natl Textbook Co Trade; illustrated edition edition (January 1990)
• Language: English
• ISBN-10: 0844231975
• ISBN-13: 978-0844231976
• Product Dimensions: 11.2 x 8.8 x 1 inches
• Shipping Weight: 3 pounds
• Average Customer Review: 3.2 out of 5 stars  See all reviews (5 customer reviews)
• Amazon.com Sales Rank: #2,938,187 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

21 of 21 people found the following review helpful:

3.0 out of 5 stars Cutting edge, circa 1974, February 27, 2000

By	Brent Sleeper (San Francisco, Calif.) - See all my reviews

This review is from: How to Write a Successful Marketing Plan: A Disciplined and Comprehensive Approach (Hardcover)

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!

29 of 35 people found the following review helpful:

5.0 out of 5 stars DISCIPLINED AND COMPREHENSIVE TO THE MAX, September 5, 1999

By	Barry Callen "bcallen5" (USA) - See all my reviews

This review is from: How to Write a Successful Marketing Plan: A Disciplined and Comprehensive Approach (Hardcover)

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.

3 of 3 people found the following review helpful:

4.0 out of 5 stars Good as a reference book, September 14, 2001

By	"yuko_planet" (Tech City, USA) - See all my reviews

This review is from: How to Write a Successful Marketing Plan: A Disciplined and Comprehensive Approach (Hardcover)

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.