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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
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Customer Reviews
Most Helpful Customer Reviews
10 of 11 people found the following review helpful
Format: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.
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
Format: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!
Format:Paperback
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Length:
1:47
Mins
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!!
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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Most Recent Customer Reviews
Not for Marketing Managers at all - why did Pearson Prentice Hall put...
Having read this cover to cover in an evening, I was horrified to see the publisher had allowed this author to mis-spell a famous brand name incorrectly several times, whilst using... Read more
Published on 7 Mar 2009 by Nicola
Marketing made simpler
I found this book a very easy read. I studied marketing over a decade ago and now face the prospect of launching a new product into a new market in a new country. Read more
Published on 11 July 2008 by A. Conroy
Marketing made easy
This book really focuses on what's important when trying to market an existing product because it provides a simple model that anyone can read and understand. Read more
Published on 25 July 2007 by W. Ryland
Something's Fishy
Ever wondered why all the initial, highly-positive reviews of this tome occurred within a fortnight of each other ... and why they were virtually all anonymous? Read more
Published on 26 Jun 2007 by Mr. S. E. Crane
Simplicity itself!
I read this book from cover to cover over a single weekend. It is clear, insightful, inspiring and a pleasure to read. You will go into work brimming with ideas. Buy it!!!
Published on 11 Jun 2005 by Gordon
It really is easy.
HEMP was recommended to me by a colleague. I've read a few marketing made simple books before that just made me more confused. This book is different. Read more
Published on 16 Jun 2004
This book is a real breath of fresh air!
Like the last review said, the way the book provides practical ways that YOU can implement a (highly effective) marketing plan to increase YOUR sales is a real breath of fresh air.
Published on 14 Jun 2004
Inspiring stuff
I found the examples of a HEMP in action really useful. The book describes, in detail, how a company called Redcup made their HEMP work for them. Inspiring stuff.
Published on 14 Jun 2004
This book is a must for all 'start-ups'
This book is a must for all 'start-ups'. Peter Knight clearly knows his onions. He takes you step-by-step through everything you need to know to market your business, with a... Read more
Published on 14 Jun 2004
Simple to understand and easy to implement.
I've just bought this book and am already impressed. I own my own company and have been dreading coming up with a marketing plan. Read more
Published on 10 Jun 2004
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