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The Marketing Plan Handbook [Hardcover]

Alexander Chernev

Price: CDN$ 93.27 & FREE Shipping. Details
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Book Description

Sept. 1 2011
Written by a marketing professor from Northwestern University's acclaimed Kellogg School of Management, The Marketing Plan Handbook outlines a comprehensive, step-by-step approach to crafting succinct, logical, and effective marketing plans that produce results. This book can benefit managers in all types of companies. For startups and companies bringing new products to the market, it outlines a process for developing a winning marketing plan to launch a new offering. For established companies with existing product portfolios this book presents a structured approach for developing an action plan to manage offerings and product lines. Whether you manage a small business seeking to formalize the planning process, a startup seeking venture capital financing, a fast-growth company considering an IPO, or a large multinational corporation, you can gain competitive advantage by translating the marketing planning process outlined in this book into a streamlined strategic document that informs your decisions and helps avoid costly missteps.

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Product Details

  • Hardcover: 156 pages
  • Publisher: Cerebellum Press; 3rd edition (Sept. 1 2011)
  • Language: English
  • ISBN-10: 1936572036
  • ISBN-13: 978-1936572038
  • Product Dimensions: 25.4 x 17.8 x 1.1 cm
  • Shipping Weight: 454 g

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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.2 out of 5 stars  4 reviews
5 of 6 people found the following review helpful
5.0 out of 5 stars Indispensible Marketing Plan Guide Oct. 9 2011
By Charles Reader - Published on Amazon.com
It's concise, to the point, and loaded with practical information about how to bring your product or service to market. If you buy just one book on how to create your marketing plan, this is the one that should be on your desk or in your Kindle.
1 of 1 people found the following review helpful
4.0 out of 5 stars Very good guide April 2 2014
By SeattleSlew - Published on Amazon.com
I teach marketing strategy in a Master of Management program. I used this book for the first time last fall. The major activity in that class is the development of a marketing plan. My students found it to be very useful and I found the quality of the plans they developed to be the best since I started teaching that class about eight years ago. I strongly recommend it for students or for practitioners who have not developed a marketing plan before.
5.0 out of 5 stars Excellent April 23 2014
By Khalid Dubas - Published on Amazon.com
Format:Paperback|Verified Purchase
0 of 1 people found the following review helpful
3.0 out of 5 stars Three Stars Aug. 26 2014
By Don Draper - Published on Amazon.com
Format:Paperback|Verified Purchase
I purchased it for work at the request of the company corporate.

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