This is a book that has given me mixed feelings so let me explain why.
*** What I don't like about The Ultimate Marketing Plan ***
Rant 1 - the use of the word "ultimate" makes me mad. Regular edition updates prove it wasn't the ultimate.
Rant 2 - Dan Kennedy takes you through many different topics - and it makes great reading - but I didn't feel that I was reading a book about preparing a marketing plan. There is a form at the back which tries to pull the topics together to create a marketing plan with a worked example - but it didn't work.
Rant 3 - Dan Kennedy is a direct response marketer and you have a regular call to action to join his marketing group. Some will be put off by the blatant commercialism of the book.
Rant 4 - the book constantly refers to a website with extra resources to give you more details. A great idea but it builds up the promise and expectation. The stuff wasn't there when I checked.
*** What I like about The Ultimate Marketing Plan ***
Dan Kennedy is famous for his no BS approach and apart from the nonsense above, that's exactly what he delivers.
It's well written, very informative and interesting. There are plenty of examples to show you the direct marketing approach and the emphasis on message, market and media. The book is packed with common sense and I've made plenty of notes.
My four star rating means this is a recommended book to read. It is not recommended for someone who wants to know how to write a marketing plan. There are better, more structured books and guides for that - both for internal focus and action and external review.
I can recommend it for anyone who wants to learn more about the legendary Dan Kennedy and his ideas or for someone who wants to use direct response marketing in a business. The Ultimate Sales Letter also by Dan Kennedy is focused on the copywriting elements of the marketing message and the two books will work very well together.