Ultimate Marketing Plan Paperback – Jan 1997
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Top Customer Reviews
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).Read more ›
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.
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!
Most recent customer reviews
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”Published on May 31 2006 by Greg Chlopowiec
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. Read morePublished on Jan. 24 2004 by Brian Carpenter
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. Read more