How to Write a Successful Marketing Plan
How to Write a Successful Marketing Plan: A Disciplined and Comprehensive ApproachHardcoverHow to Write a Successful Marketing Plan is the definitive planning resource. It explains clearly, simply, and pragmatically how to prepare a marketing plan in a disciplined and comprehensive manner. It can be used as a planning guide by the inexperienced marketer and as a reference piece on planning by the experienced marketer. Insights into the planning process learned from thousands of practitioner, teaching and consulting hours are reflected in this edition's brand-new chapters on setting communication goals, executing the plan, market research, and testing. In addition, each chapter has been expanded, resulting in 50% more how to information in this second edition. Valuable appendices offer even more information, ideas, worksheets, and sound thinking than ever before.