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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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Customer Reviews

3.8 out of 5 stars
3.8 out of 5 stars
Most helpful customer reviews
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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5.0 out of 5 stars Outstanding complete guide June 2 2001
As an MBA with strong marketing orientation and small business owner and marketer, I was interested to see how detailed and complete this book was relative to the topic. I was pleasantly surprised and reminded of some aspects I had forgotten, and learned somethings (my real motive for purchasing).
As an educator, I was concerned about how hard it would be to read and understand. The authors have done an outstanding job in this area as well.
Overall, I highly recommend this book to anyone who operates a business or is interested in marketing techniques and strategies.
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4.0 out of 5 stars The simple World May 13 2002
By Kristin
Dan Kennedy did a great job of making a business sound simple. His writing was extremely easy to follow and motivating at the same time. Kennedy got to the point instead of dragging out the idea until it was lost. It is extremely helpful and interesting to anyone who is interested in starting a business. This book was easy to read. Kennedy not only gave facts but supported them as well. In many ways that was his faulty point, his facts where merely his real life experiences, but they still supported his statements. Kennedy made the buisness world sound so simple.
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5.0 out of 5 stars Simple, But I Passed! Aug. 24 2002
By A Customer
I had to get this for class. What can I say? My professor's this guy in his late 90s, wears a bowtie, and talks about how America was saved by Eisenhower.
But, I had to get it to pass my final! It wasn't bad, really, just kind of had a simple take on business. I know 'cause I asked my Dad and he works for Microsoft.
My girlfriend, Cleo, said I'd be better off with this Guerilla pR: Wired by Michael Levne. Tons of stuff about promoting yourself over the Internet.
But, hey, I passed my final!
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