Little Blue Book of Marketing Build a Killer Plan in Less Than a Day

ISBN-10: 1591843057
ISBN-13: 9781591843054
Edition: 2010
List price: $21.95
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Description: A step-by-step guide to creating an actionable marketing plan-fast A great marketing plan identifies where an organization is, where it wants to be, and how it will get there. Most companies think they already have such a plan-but often they really  More...

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Book details

List price: $21.95
Copyright year: 2010
Publisher: Penguin Publishing Group
Publication date: 12/31/2009
Binding: Hardcover
Pages: 256
Size: 5.50" wide x 7.25" long x 1.25" tall
Weight: 0.682
Language: English

A step-by-step guide to creating an actionable marketing plan-fast A great marketing plan identifies where an organization is, where it wants to be, and how it will get there. Most companies think they already have such a plan-but often they really have only a budget, a sales goal, or an excuse. What's the solution? According to Paul Kurnit and Steve Lance, it's not about copying someone else's cookie-cutter plan, or retreading your own plan from years past. There's a far more effective option: harnessing the company's own internal brain trust to create something fresh and perfectly tailored. The authors show how to maximize collaboration among all key players in marketing, R&D, research, sales, financial, legal, and senior management. When everyone combines their knowledge, the critical elements become clear, including brand positioning, target audience, and competitive strategy. Filled with easy-to-follow advice for businesses large and small, The Little Blue Book of Marketingis a powerful tool in a small package.

Steve Lanceand Jeff Wollare partners at Unconventional Wisdom, a creative resource group. Lance was formerly a creative director with Della Femina, Travisano & Partners and creative director of NBC. Woll was a twenty-year veteran of OgilvyWorldwide, including stints as COO of their Montreal office and CEO of Ogilvy & Mather Partners in New York. Both authors have won numerous industry awards.

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