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The Successful Marketing Plan: A Disciplined and Comprehensive Approach (Paperback)

~ (Author), Scott W. 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: tactical marketing mix tools, disciplined marketing planning, plan communication goals, Step Seven Tactical Marketing Mix Tools, Famous Footwear, Step Five Plan Strategies (more...)
4.5 out of 5 stars  See all reviews (2 customer reviews)
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Product Description

Use this time-tested method to teach students how to develop an effective marketing plan. A disciplined, integrated, and interlocking approach to marketing planning is presented in 10, easy-to-follow steps. Practical worksheets help students define the important issues, determine answers to key questions, and make informed decisions. Students will learn the same planning process that has achieved real results for real companies, from Fortune 500 to entrepreneurial start-ups.
  • Presents a practical and proven approach to creating a successful, target-market-driven plan.
  • Focuses on the key element of any marketing program: planning and preparation.
  • Features a series of worksheets to help students organize and complete their marketing plans.
  • Shows students how each element of the marketing plan is quantifiably integrated in order to meet sales objectives.

A unique "Idea Starters" grid offers over 1,000 different idea combinations to solve a variety of marketing challenges. This actionable resource will spark business-building ideas while students are developing a marketing plan.

The Successful Marketing Plan takes what can seem an overwhelmingly complex process and breaks the task into manageable parts, providing a clear and efficient road map to completing a winning marketing plan.

Product Details

  • Paperback: 510 pages
  • Publisher: McGraw-Hill Trade; 2nd edition (January 11, 1997)
  • Language: English
  • ISBN-10: 0844232033
  • ISBN-13: 978-0844232034
  • Product Dimensions: 10.7 x 8.5 x 1.2 inches
  • Shipping Weight: 2.8 pounds (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon.com Sales Rank: #859,247 in Books (See Bestsellers in Books)

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Roman G. Hiebing
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Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
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Inside This Book (learn more)
First Sentence:
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. Read the first page
Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
tactical marketing mix tools, disciplined marketing planning, plan communication goals, target market behavior, media weight goals, setting sales objectives, market effectors, marketing communication goals, target market awareness, review your problems, target market section, total target market, merchandising objectives, package goods product, retrial rate, strategy ramifications, marketing execution, total dollar purchases, positioning execution, brand development index, category development index, secondary target market, consumer behavior trends, locking sales, target market description
Key Phrases - Capitalized Phrases (CAPs): (learn more)
Step Seven Tactical Marketing Mix Tools, Famous Footwear, Step Five Plan Strategies, Diaper Genie, Strategy Example, Additional Examples, New York, Company Company, Retrial Data, Marketing Capabilities Pricing Attributes, Miller Lite, Weaknesses Category, Core Competencies Behavior Trends Product Awareness, Dun's Marketing Services, Product Promotion, Product Review Consumer, Standard Industrial Classification, Step Nine Execution, United States, Betty Crocker, Famous Fixtures, Mercury Marine, Simmons Market Research Bureau, Step Six Communication Goals Exhibit, Example Opportunity
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Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
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4.5 out of 5 stars (2 customer reviews)
 
 
 
 
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3 of 3 people found the following review helpful:
5.0 out of 5 stars A useful marketing plan writing tool, November 11, 2002
By Melissa Ta (California, USA.) - See all my reviews
This book brings great insight on step-by-step how to's (processes) in writing a marketing plan without going too much into the general or simplified marketing details. I call the book, "my reference tool" as I do refer back to it on many occasions when writing new or updating previous marketing plans for various product- and service-focused companies that I have worked for.
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4 of 12 people found the following review helpful:
4.0 out of 5 stars An excellent guide, October 3, 1998
By A Customer
It is an excellent guide for writing a marketing plan. There are tips on how to proceed with your research and guidelines on specific situations.
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