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The Highly Effective Marketing Plan: A Proven, Practical, Planning Process for Companies of All Sizes (Paperback)

by Peter Knight (Author)

4.1 out of 5 stars See all reviews (13 customer reviews)

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Product details

Paperback: 168 pages
Publisher: Prentice Hall; illustrated edition edition (28 April 2004)
Language English
ISBN-10: 0273687867
ISBN-13: 978-0273687863
Product Dimensions: 22.8 x 15.6 x 1.6 cm

Average Customer Review: 4.1 out of 5 stars See all reviews (13 customer reviews)

Amazon.co.uk Sales Rank: 118,851 in Books (See Bestsellers in Books)

Popular in these categories:

#28 in	Books > Business, Finance & Law > Careers > Entrepreneurship
#30 in	Books > Business, Finance & Law > Small Business & Entrepreneurship > Sales & Marketing
#84 in	Books > Business, Finance & Law > Management > Strategy

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Product Description

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

"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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Inside This Book (Learn More)

Browse Sample Pages
Front Cover | Copyright | Table of Contents | Excerpt | Back Cover

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	72% buy the item featured on this page: The Highly Effective Marketing Plan: A Proven, Practical, Planning Process for Companies of All Sizes 4.1 out of 5 stars (13) �7.44
	10% buy Marketing Plans: How to Prepare Them, How to Use Them 4.5 out of 5 stars (2) �25.80
	7% buy Marketing Plan in Colour (Chartered Institute of Marketing) 5.0 out of 5 stars (4) �16.73
	6% buy The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly (New Rules of Marketing & PR: How to Use Social Media, Blogs,) 4.1 out of 5 stars (16) �7.77

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Customer Reviews

13 Reviews

5 star:		(10)
4 star:		(0)
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Average Customer Review

4.1 out of 5 stars (13 customer reviews)

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Most Helpful Customer Reviews

3 of 3 people found the following review helpful:

1.0 out of 5 stars It's not what it says it is, 31 Jul 2009

By	Carl Dufour "carldufour" - See all my reviews (REAL NAME)

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.

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8 of 13 people found the following review helpful:

5.0 out of 5 stars It really is easy., 16 Jun 2004

By A Customer

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. Making a Highly Effective Marketing Plan for your business really is easy. It just needed someone to get rid of the smoke and mirrors.

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7 of 12 people found the following review helpful:

5.0 out of 5 stars Simplicity itself!, 11 Jun 2005

By	Gordon (Newbury) - See all my reviews

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!!!

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Most Recent Customer Reviews

1.0 out of 5 stars Not for Marketing Managers at all - why did Pearson Prentice Hall put their good name to this?
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... Read more

Published 8 months ago by Nicola

5.0 out of 5 stars 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 16 months ago by A. Conroy

5.0 out of 5 stars 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 Jul 2007 by W. Ryland

1.0 out of 5 stars 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

5.0 out of 5 stars 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

5.0 out of 5 stars 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

5.0 out of 5 stars 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

5.0 out of 5 stars 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

5.0 out of 5 stars Refreshing
HEMP refreshes the parts other marketing books fail to reach!

Published on 2 Jun 2004 by R J R Lander

5.0 out of 5 stars What did I do without it?
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... Read more

Published on 2 Jun 2004 by charlottesteedman

› See all 13 customer reviews...

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