The Successful Marketing Plan
Description
This new edition of The
Successful Marketing Plan details an easy-to-follow and completely updated methodology for
creating a results-focused, customer-driven marketing plan. Internet marketing issues and
challenges receive much greater attention, including an entirely new chapter as well as
seamless integration throughout the text.
Back
Cover
Step-by-step, up-to-date,
proven guidelines for creating a dynamic, results-focused marketing plan
Through thirteen years and
two previous editions, The Successful Marketing Plan has shown more than 40,000 business
owners and marketing pros how to write marketing plans that define and fulfill the needs
of their target markets. Now, in this substantially revised and expanded third edition,
Roman Hiebing Jr. and Scott Cooper outline methods for developing objectives, strategies,
and tactics to create a marketing plan that delivers the bottom line.
Separating the plan into ten
market-proven, manageable components, The Successful Marketing Plan explains how to
- Find
the data you need to develop your plan
- Conduct
a comprehensive situation analysis
- Set
realistic sales objectives
- Position
your products through a strong branding program
- Condense
your plan into a workable calendar of activities
- Arrive
at a realistic budget and payback schedule
- Evaluate
and test the plans effectiveness
Updated to reflect todays
rapidly changing marketplace, it now includes completely new chapters on two of todays
hot-button topics--Internet media and brand positioning. A unique Idea Starters grid with
more than 1,000 idea combinations designed to meet any challenge is included, along with
new information, statistics, worksheets, and action items for every chapter.
All great marketing begins
with a great marketing plan. Let The Successful Marketing Plan guide you step-by-step
through everything you need to know to create a comprehensive real-world marketing plan
that will enable your company to thrive and grow in todays cost-conscious, winner-take-all
competitive arena.
Author
Biography
Roman G. Hiebing Jr. is CEO
of The Hiebing Group, a full-service advertising, marketing, and public relations agency
whose clients include or have included Nestlé, Kimberly Clark, McDonalds, Orkin, Swiss
Colony, and others. Hiebing also teaches advertising and marketing at the University of
Wisconsin.
Scott W. Cooper is the senior
vice president of marketing and branding for Brown Shoe Company, a $1.76 billion footwear
company whose divisions include the 930-store Famous Footwear chain and other leading
brands such as Naturalizer, Buster Brown, Life Stride, Dr. Scholls, and many more. Cooper
is the former president of The Hiebing Group.
544 PAGES