- Paperback: 254 pages
- Publisher: Prentice Hall; 1 edition (25 April 2002)
- Language English
- ISBN-10: 0130613177
- ISBN-13: 978-0130613172
- Product Dimensions: 24.9 x 20.1 x 1.8 cm
- Amazon Bestsellers Rank: 885,449 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Review
"The budgeting and measuring presentations are particularly helpful. The topical examples are excellent." — Professor Michael J. Swenson, Marriott School, Brigham Young University
"Doesn't read like a text, but more like a how-to guide for entrepreneurs." — Professor Scott Roberts, Northern Arizona University
"The writing style is fresh, clean, and uses excellent examples. Examples are well integrated. Quotes are well selected." — Professor Gary Schornack, University of Colorado at Denver
"Because I center my teaching around the Marketing Management text by Professor Philip Kotler, I see how I can effectively mesh this book into my current course." — Professor Henry O. Pruden, Golden Gate University
--This text refers to an out of print or unavailable edition of this title.
Review
"The budgeting and measuring presentations are particularly helpful. The topical examples are excellent." - Professor Michael J. Swenson, Marriott School, Brigham Young University "Doesn't read like a text, but more like a how-to guide for entrepreneurs." - Professor Scott Roberts, Northern Arizona University "The writing style is fresh, clean, and uses excellent examples. Examples are well integrated. Quotes are well selected." - Professor Gary Schornack, University of Colorado at Denver "Because I center my teaching around the Marketing Management text by Professor Philip Kotler, I see how I can effectively mesh this book into my current course." - Professor Henry O. Pruden, Golden Gate University
--This text refers to an out of print or unavailable edition of this title.
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5 reviews
10 of 11 people found the following review helpful
Straightforward and practical
26 Jan 2003
Format:Paperback
Having no formal training in marketing, I was impressed by the straightforward way this book explains how to write a marketing plan. At times I'm tempted to go straight to the tactics-where should I advertise? What should I charge?-but this book prompted me to go back to the beginning, starting with my small business's situation, goals, and competition. This was the first time I've drafted a highly detailed, full-year marketing plan. I used the software packaged with the book as a starting point, but wound up creating a different format and order of topics for my finished plan.
7 of 8 people found the following review helpful
great reference for writing a marketing plan
28 Dec 2002
Format:Paperback
this book is a great supplement to any intro marketing textbook or by itself -- taking you step by step through the process of writing a marketing plan. a practical book for anyone interested in learning/understanding how basic marketing concepts come together, or any new product managers out there not wanting to look like homer simpson ("DOH") when asked to write your first marketing plan. it'll help you frame your thoughts, create an outline of things to cover, and remind you of things you might otherwise forget to include. also serves as a great "cliff notes" type reference of the hefty marketing textbooks you devoured while in b-school.
6 of 7 people found the following review helpful
Highly recommended
20 Jan 2003
Format:Paperback
Although I've been in marketing for more than a decade, I got a lot out of this book. The checklists provided invaluable pointers about what to cover when writing a marketing plan. I also bookmarked many of the web sites listed in the appendix so I can use them for further research. The author peppers every chapter with lively, in-depth examples that sparked a couple of new ideas for my business. Even the sample marketing plan in the back of the book was a helpful guide for fleshing out my own thoughts. Highly recommended!
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