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The Ultimate Marketing Plan: Find Your Most Promotable Competitive Edge, Turn It Into a Powerful Marketing Message, and Deliver It to the Right Pro [Paperback]

3.8 out of 5 stars  See all reviews (8 customer reviews)

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Book by Kennedy, Daniel, Kennedy, Dan S.

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Customer Reviews

3.8 out of 5 stars
3.8 out of 5 stars
Most helpful customer reviews
1.0 out of 5 stars What a total waste!!! May 31 2006
Good info on how to develop "infomercials" but that is about it. A lot of quick fixes with no structure. This book is the author’s “infomercial”
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5.0 out of 5 stars Very good Jan. 24 2004
it has great Ideas,,, but what i really like is the fact that it gives you reasons and motivates you to do things you know you should do anyway but just don't get around to doing. Like press releases and more..... Definitely worth the little money Amazon is asking for.
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5.0 out of 5 stars 13 Steps to the Ultimate Marketing Plan. Jan. 5 2004
There are hundreds of books devoted to explaining the secrets and techniques of Marketing to the novice. What is unique about this book is the common sense explanation to everything that is recommended in the book. If you are new to the world of Marketing, this becomes very important since you can judge for yourself how to implement your Ultimate Marketing Plan.
The message that will stay in my mind for a long time is the one on the cover of this book "Find your most promotable competitive edge, turn it into a powerful marketing message, and deliver it to the right prospects". I wish the book had been split into those sections - finding the strengths in you that you can market, coming up with the right message, and how to find and deliver to the right people. But the 13 step approach the book takes is still great.
Just for the record, the 13 steps in this book and their chapter headings are - Putting Together the Right Message, Presenting Your Message, Picking the Right Targets, Proving Your Case, Putting Your Best Foot Forward, Getting Free Advertising, Malibuism - Becoming Hot, "Poor Boy" Marketing Strategies, Maximizing Total Customer Value, Fueling Word-of-Mouth Advertising, Creating Short-Term Sales Surges, New Marketing Technologies, Hiring and Firing the Experts.
The first step (chapter) 'Putting Together the Right Message' really got my attention as I started reading about the concept of USP (Unique Selling Proposition) which is nothing but the edge you have over your competition and the reason your clients would buy from you. The author starts out by explaining the power of a great USP and an example USP - "Fresh, hot pizza delivered in 30 minutes or less, guaranteed" (Domino's).
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4.0 out of 5 stars DuHH Oct. 30 2003
This Book is Worth $23.78 but you can buy it for less than 10
this book actually gave me reasons to do some things i heard of but been to lazy to do anything about. like press kits. it gives a lot of information about things to do with a low budget. and has inspired me a great deal. i just finnished this book today so i'll keep you posted when i make my millions.
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