12 Simple Steps To A Winning Marketing Plan (Paperback)

~ Geraldine A. Larkin (Author)

Editorial Reviews

Product Description

12 Simple Steps to a Winning Marketing Plan teaches the basic concepts of marketing in order to develop a good first draft of a marketing strategy for a company product. This book explains the basic marketing concepts in a straightforward and uncomplicated fashion.

Product Details

• Paperback: 217 pages
• Publisher: Probus Publishing Co. (April 1, 1992)
• Language: English
• ISBN-10: 1557382972
• ISBN-13: 978-1557382979
• Product Dimensions: 8.8 x 6 x 0.4 inches
• Shipping Weight: 14.4 ounces
• Average Customer Review: 2.7 out of 5 stars  See all reviews (3 customer reviews)
• Amazon.com Sales Rank: #1,823,104 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

45 of 46 people found the following review helpful:

1.0 out of 5 stars don't buy this book, November 16, 1999

By	Jen Leahy (Minneapolis, MN) - See all my reviews

This book is riddled with grammatical and spelling errors, and contains virtually no useful information. I am a first year MBA student, and found this book utterly useless and a waste of money. The book jacket should mention the fact that the "12 steps" only apply to marketing a product and not a service. Anything written by Roman Heibing is light-years more intelligent and informational.

15 of 16 people found the following review helpful:

2.0 out of 5 stars fragmented information, no help on writing a Marketing plan, September 8, 1999

By A Customer

The book gives basic suggestions on the individual parts of a plan, but then falls apart when it should tell you how to put those peices together (it says nothing - absolutely zero - on how to put the parts into a presentation. I wouldn't get this book if I were you.

1 of 11 people found the following review helpful:

5.0 out of 5 stars I've Seen It Work, June 25, 1997

By A Customer

I was Larkin's "associate" (fancy word for secretary) at Deloitte & Touche when she wrote this book. My position with her centered a great deal on helping organize a series of terrific seminars for fledgling businesses and hopeful entrepreneurs. This book is the result of one of the most popular of her seminars. Geri hired me to type her manuscript and I can tell you right now that this book is meant to emulate the seminar - not a technical, difficult to understand, boring textbook - but a real, hands-on, "this is your company so let's do it" workbook that will leave you with a solid marketing plan by the time you reach the back cover. I've seen lots of companies do it under Geri's tutelage. With this book in hand, you can too