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Review
"Startling both in its simplicity and effectiveness, I hugely recommend HEMP as essential reading for anyone involved in or interested by marketing."
Chris Hughes, Chairman, TEC International
" HEMP helps you achieve in a few hours a plan which would normally take weeks"
Ann Fendi, Sales and Marketing Director, Sunley plc
HEMP will stimulate you to look at marketing challenges with enhanced clarity and significantly increase your chances of delivering demonstratable value. Plus, it's a really entertaining read!"
Andy Hurst, Sales and Marketing Director, Taylor Woodrow
"Clear, concise and informative - focused on the key issues, avoiding all the jargon!"
Patrick Stirland, MD, The Mitie Group
Chris Hughes, Chairman, TEC International
" HEMP helps you achieve in a few hours a plan which would normally take weeks"
Ann Fendi, Sales and Marketing Director, Sunley plc
HEMP will stimulate you to look at marketing challenges with enhanced clarity and significantly increase your chances of delivering demonstratable value. Plus, it's a really entertaining read!"
Andy Hurst, Sales and Marketing Director, Taylor Woodrow
"Clear, concise and informative - focused on the key issues, avoiding all the jargon!"
Patrick Stirland, MD, The Mitie Group
"a compact, hard working guide to a marketing system that should, ir followed from beginning to end, improve your business' chance of profitability... Knights writing is so motivational that it could give you the biggest high you'll get all year" - Internet Works
Product Description
A Highly Effective Marketing Plan (HEMP) is a process that will dramatically improve your chances of profitably selling more of your products and services. And HEMP will stop you wasting thousands, maybe millions of pounds, dollars, euros or yen on marketing initiatives that should never see the light of day.
HEMP is a straightforward, simple, 17 step plan which you can use to address your problems and opportunities whatever their size, whatever your business, whatever sector you operate in. And it’s tried, tested and proven.
Each step is detailed within the book with explanations as to why each step is necessary. Also, the benefits of completing the process sequentially are highlighted.
This is the book that will help you to:
- create a highly effective marketing plan that works – in just one hour!
- learn from the relevant case studies and examples and apply these to your business
- really understand your business and what it is that makes people buy from you
- identify the real obstacles to your plan – and how to overcome them
- gain tips for how to make sure your plan is successfully implemented
Inside This Book
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Most Helpful Customer Reviews
9 of 10 people found the following review helpful:
1.0 out of 5 stars
It's not what it says it is,
By
This review is from: The Highly Effective Marketing Plan: A Proven, Practical, Planning Process for Companies of All Sizes (Paperback)
This book does not help in anyway creating a highly effective marketing plan. It does not offer a planning process at all. It's a vague collection of thoughts on marketing planning but does not provide any tool for planning. Let's take for instance step 5: learn what your customers think and do. Key points: (i) learn what your targets think about you and your products (Mr. Knight, that makes sense, but what tools or process do you offer to do this? Do you provide a framework?). (ii) If you don't know for certain, carry out research (Mr. Knight, good idea, indeed, but what kind of research? How to do it in-house? Should we use projective techniques and why?). (iii) If you're brand new or unknown, then what do your targets think about your competitors (Mr Knight, sorry that's not enough... Some qualitative research and BPTO can help provide more information about what you do when you're new or unknown and competitors should always be looked at as well).
Saying in large and vague words "you should do this" but providing no process or tools for doing so is not a "proven practical planning process for companies". I'm not saying Mr Knight should re-write Malcolm McDonald's great book called Marketing Plans, but Mr Mc Donald's quick reference chapter (30 pages in total) give more input, tools and process than this book. Marketing is complex... it can be simple... but this book is too simplistic. Useless in my opinion.
1 of 1 people found the following review helpful:
5.0 out of 5 stars
What did I do without it?,
This review is from: The Highly Effective Marketing Plan: A Proven, Practical, Planning Process for Companies of All Sizes (Paperback)
At last someone has managed to devise a simple way in which to develop a marketing plan. Throw away those 50 page marketing strategy documents that you have been meaning to complete for the last 6 months (and that no one understands) and go through the 15 steps that make up HEMP. We always know what we want, but getting there is a different story, however with HEMP you will have a concise focused marketing plan, with working actions and achievable goals, in no time at all. Just brilliant!
5.0 out of 5 stars
This book changed my life!,
By Elton "Internet Marketer" (High Wycombe, UK) - See all my reviews
This review is from: The Highly Effective Marketing Plan: A Proven, Practical, Planning Process for Companies of All Sizes (Paperback)
At the point of writing, I have been in business 14 years. I picked up this book 7 years (halfway) into that. Until that point I had no idea what I was doing in terms of marketing. And sadly, that describes a lot of UK small business owners today (that is not meant as offensive, I was there too). They (and I did) think they know what marketing is, but this book helped me to understand what marketing really is. Not what a marketing plan is (although in an unconventional way, this book does that). It turned me from someone who promoted things that I thought were good or interesting or important into someone who seeks to help others through what they need or believe important. As a result, I am now (and this is not for self publicity, simply to show how this book changed my life!) a columnist, award winning entrepreneur, mentor, public speaker and very proud author of Internet Marketing: The Full Story. I am now hearing from people who are getting the same business changing results. The Point? None of this would have happened without this single book. If you read and act upon this book, It will change the way you market your products/services. The actual methods will come and go. This book is timeless and is about your mindset. Buy it now!!
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